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'Checkout charity' can increase a shopper's anxiety, especially when asks are automated

  • Written by Na Young Lee, Assistant Professor of Marketing, University of Dayton
'Checkout charity' can increase a shopper's anxiety, especially when asks are automatedMany trips to the supermarket include a small donation.Erik Isakson/Tetra Images via Getty Images

The Research Brief is a short take about interesting academic work.

The big idea

Asking customers to support a cause when they pay for stuff can heighten their anxiety. Contrary to the common belief that shoppers feel good about making donations at...

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