Document Type

Conference Proceeding

Publication Date

Spring 2023


A newer development in rewards programs allows consumers to donate points rather than personally receive benefits. Research on the topic is virtually absent and represents a significant opportunity for worthy causes to receive new streams of financial support. Reward programs are uniquely characterized by hierarchical or “tiered” consumer status. Social dominance orientation represents the degree to which consumers support status inequities and is highly relevant in a reward context. This individual difference characteristic is studied to gain insight into which consumers are willing to donate earned rewards and why. Implications for understanding consumer decision making and encouraging charitable giving are discussed.

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