[youtube https://www.youtube.com/watch?v=s7fWWaO1hCo?rel=0&hd=1&w=640&h=360]
[9 min 50 sec] When customers are allowed to pay what they want for a purchase, knowing a portion of the payment will go to charity, they become rather generous, according to a study by Associate Professor Leif Nelson, Haas Marketing Group. Nelson says the concept of “shared social responsibility,” a term coined by the study’s authors, may provide the sustainability component often lacking in current corporate social responsibility strategies.
