One For Me, One For You: Cause‐Related Marketing with Buy‐One Give‐One Promotions
研究了买一赠一（BOGO）捐赠模式如何影响消费者反应，发现该模式会激发具体思维定势，当与实用品捆绑时能提升促销态度和购买意愿，其作用机制是感知到的捐赠实体有用性。
ABSTRACT A Buy‐one Give‐one (BOGO) donation model features the donation of a physical entity and is a popular cause‐related marketing (CM) promotion format. Little is known about factors that underlie consumer response to BOGO‐format promotions. The current studies, collectively, indicate BOGO promotions evoke a concrete construal mindset [(Trope & Liberman ). Temporal construal. Psychological Review, 110 , 403–421], which influences consumer response in a distinct manner: BOGO promotions enhance promotion attitudes and purchase intention when bundled with utilitarian products, and enhance consumer response through perceived helpfulness of the donated entity.