Name Similarity Encourages Generosity: A Field Experiment in Email Personalization

Kurt P. Munz; Minah H. Jung; Adam L. Alter

doi:10.1287/mksc.2019.1220

Name Similarity Encourages Generosity: A Field Experiment in Email Personalization

Kurt P. Munz^1,2; Minah H. Jung¹; Adam L. Alter¹

¹ Marketing Department, Leonard N. Stern School of Business, New York University, New York, New York 10012 · ² Marketing Department, Bocconi University, 20136 Milan, Italy

Marketing Science 2020

Email field experiment varying whether potential donor has matching surname to in-need teacher and quantifying effectiveness of less-exact matches.

DOI: 10.1287/mksc.2019.1220
Volume: 39 (6)
Pages: 1071-1091
Language: en
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Sources: crossref