final bowtie cause white paper

MARK311 Final White Paper Deliverable Neier

BowTie Cause Marketing Research 1 Cho, Garton, Khosa, Milord, Martini

Market Research

for

Bowtie Cause

Final White Paper

Team Members: Monica Khosa, RaShelle Garton,

Hyejin Cho, Sami Martini, Ryan Milord



TABLE OF CONTENTS

Executive Summary………….………………………………………………………………….3

Background & Opportunities…………………………………………………………………...4

Solution…………………………………………………………………………………………...6

Conclusion………………………………………………………………………………………14

Works Cited……………………………………………………………………………………..20

Appendix………………………………………………………………………………………...21

Survey……………………………………………………………………………………21

Frequencies……………………………………………………………………………...28

Frequency Charts……………………………………………………………………….46

Other Question Responses……………………………………………………………..56

Demographic/Geographical Data……………………………………………………...57

Cross-tabulations…………………………………………………………………….....58

In-depth Interviews……………………...…………………….……………….……...102

Resumes………………………………………………………………………..………119



Executive Summary BowTie cause is an online retailer that sells cause apparel, and is looking to grow their

business. This study was conducted in order to gain insights regarding the phenomena of cause

marketing. According to the Mintel Academic report, cause related marketing is: “a marketing

tactic that combines selling a brand with doing good for the world”.

This study was conducted by collecting qualitative data in the form of in depth

interviews, as well as qualitative data in the form of surveys administered via Qualtrics. The

overarching theme of the study was examining how cause related marketing affects consumer

purchasing behavior. 5 research objectives were explored in order to gain a holistic

understanding of cause marketing. They were as follows: (1) To understand the role in which

social media plays in brand development, (2) To assess the different factors that influence

consumer purchases in relation to philanthropic causes, (3) To investigate purchasing trends of a

socially aware consumer, (4) to research geographical locations where there is higher demand for

cause related products, and (5) To find out the influence celebrity endorsements have on

consumer behavior.

To pursue these research objectives, data was collected and analyzed from both the

surveys and the interviews. One of the findings, for example, suggest that health related causes

are the most popular causes to purchase from, as 28.8% of respondents stated that healthcare

related causes are their most preferred cause. 41.6% of people suggested that their #1

consideration when purchasing goods related to a cause is what type of cause is being supported.

The in-depth interviews assisted with contextualizing the numerical results. For instance, one

respondent suggested that the biggest motivator for purchasing cause related products was

altruism.

The data findings were complex and nuanced, and therefore subject to interpretation. It is

hoped that the conclusions that can be drawn from this study will prove to be useful to BowTie

cause. If there are any questions, please contact the authors.

The 19 question survey based on cause-related marketing yielded a total of 89 responses

with 49 completed surveys.



Background & Opportunities

The following includes a background description of what initiated the need for market

research. The research was done in an effort to properly understand the needs of the client and

their marketing efforts in hopes to better equip BowTie Cause with data and analysis to reach its

target market.

BowTie Cause is an organization that designs and sells signature bowties that directly

relate to a specific social cause. Categorized as a social-enterprise BowTie Cause dances on a

fine line between operating as a for-profit business while still trying to achieve social change.

The idea behind BowTie Cause began with retired football player Dhani Jones. The goal of the

organization is to make a profit while helping to raise awareness of causes. Currently, BowTie

cause offers 144 bow ties and has 109 organizational partners. BowTie Cause seeks to grow its

business, and thus is currently looking for growth opportunities.

It was imperative to present a promising case for BowTie Cause in order to satisfy their

needs. In order to do so, it was key to abide by the RFI implications by following the proper

research design. The research team decided to follow the exploratory research design that

included focus groups, a key informant interview, secondary data literature search, and

observational methods 1 . Through these exploratory design subsections, the appropriate

knowledge was obtained in an effort to fully satisfy BowTie Causes wants and needs.

The first step to the problem formation process is to meet with the client in order to

define the problem/opportunity correctly2 . The research team met with the client, Amanda

Williams, BowTie Cause CEO. Based on this key informant interview, it became apparent that

the main concerns and goals included developing a consistent recognizable brand, maintaining

an online presence with their website and with social media and exploring potential growth

opportunities. Bowtie Cause has reached a crossroads, a stage in which their company’s

advancement has directional strategy for future opportunities but is limited without additional

research. So with this framework in mind, this lead to the Managerial Decision Opportunity

(MDO) as follows:

The research team was in agreement that this MDO was consistent with the client’s needs

relating to the major concerns listed above. In order to expand on the MDO, the research team

came up with five research objectives. Each research objective directly relates to a specific

theme that is meant to help answer the MDO.

1 (Churchill 37) 2 (Churchill 50)

In what ways can cause marketing influence the way in

which consumers purchase?



● To understand the role in which social media plays in brand development.

● To investigate purchasing trends of a socially aware consumer.

● To assess the different factors that influence consumer purchases in relation to

philanthropic causes.

● Research geographical locations where there is higher demand for cause-related products.

● To find out the influence celebrity endorsements have on consumer purchase behavior.

The first objective relates to online presence and brand development. Brand development

is key for any company to be successful, and since BowTie Cause is still in the process of

developing a consistent brand, it is important to learn more about how online presence through

social media can play a role in this process.

The second objective was developed in a way to identify growth opportunities by

pinpointing purchasing trends of socially aware consumers. Once these trends are identified,

BowTie Cause can then use the information collected in order to take advantage of any growth

opportunities that should arise. This leads directly into the next objective which is intended to

help BowTie Cause identify the different factors that influence consumer purchases in relation to

philanthropic causes such as theirs.

The intent behind the fourth objective was to discover geographical locations with a

higher demand for cause related products in order for BowTie Cause to know where to focus

their marketing efforts. Finally, the fifth objective focuses on the influence of celebrity

endorsements in relation to consumer purchase behavior and how that can increase both brand

development and growth. In order to become a business partner that acted on behalf of BowTie

Cause, it was imperative to listen to their concerns and base the research around what they

needed.

Through literature search, quantitative and qualitative data was obtained on cause-related

marketing, purchase behavior, and social media effectiveness. Data from quantitative, descriptive,

and exploratory data on the cause marketing could be achieved through literature Search. It

supported the background of information about the influence of social media, purchasing trends

for bowties, impact of celebrity endorsements, purchasing tendency of cause-related product,

motivation factors for purchasing decision. A significant data based on 2,000 internet users aged

over 18 shows that 51% of people do prefer buying from cause-related company3.

Initially, while drafting the RFI, the research team had developed all 5 objectives as

follows:

● To understand the role in which social media plays in brand development.

● To investigate purchasing trends of a socially aware consumer.

● Research geographical locations where there is a higher demand for bow ties.

● To find out what type of cause marketing consumers are most receptive to.

● To assess the different factors that influence consumer purchases in relation to

philanthropic causes.

3 Mintel



Upon reflection, the fourth objective proved to be too broad and non-specific to the established

MDO. This objective was then changed to the following:

● To find out the influence celebrity endorsements have on consumer purchase behavior.

The new objective was a better fit for the client and the research teams’ MDO. Since BowTie

Cause has already incorporated celebrities in with their brand, the research team felt that this new

objective would be more beneficial to the client’s needs. There was a second alteration that was

made to the 5 initial objectives as well, this was made to the third objective. The research team

felt that this objective was too narrow by only including demand for bow ties. In order to create a

less bias research objective, ‘bow ties’ was changed to ‘cause related products.’

Solution

The following delineates the processes taken in the collection of data. This includes the

research methods undertaken including a focus group moderator guide to conduct in depth

interviews and the creation of an interactive, online survey.

A focus group moderator guide4 was developed as a guideline to initiate a dialogue

between the interviewer and the interviewee. It assisted with the direction and flow of the

conversation while initiating the interviewee to expand on certain thoughts. The in-depth

interviews were meant to provide the research team with qualitative data. This included a series

of questions which prompted the participant to reflect on their insights on each of the mentioned

research objectives. A total of five in-depth interviews were conducted.

These in-depth interviews featured a total of 10 questions, with 3 engagement questions,

5 exploration questions, and 2 exit questions. It’s important to note that these questions merely

served as conversation starters. Our team adopted a funnel approach to questioning, with broad

questions being asked first to prompt the respondent to speak as much as possible, followed by

more specific follow-up questions. The follow-up questions varied from interview to interview,

as they were meant to prompt the respondent to elaborate and expand upon certain points that

they already shared. In that sense, the interviews were of a conversational nature, therefore

creating a comfortable environment for respondents to answer candidly.

The in-depth interviews were meant to enhance the understanding of the big picture of

cause marketing and its impact on consumer purchasing behavior. The questions were broad

enough so that they aren’t directly relatable to any single research objective, but many of the

questions overlapped with research objectives 1, 2 and 55. In general, the in-depth interviews

served the purpose of providing insights that survey questions cannot produce and

contextualizing our quantitative data.

As previously mentioned, the first 3 questions were engagement questions that served as

a starting point for the conversations with interviewees. They included questions such as: “Are

you involved with any philanthropic causes?” and “What do you think cause-related marketing 4 See appendix for in-depth interviews 5 See appendix for list of questions



is?” These questions were chosen to serve as starting points for the conversation because they are

questions that anybody can answer. Additionally, they served as a way to understand the

respondent’s background and underlying viewpoints going into the survey. The engagement

questions were the broadest questions that were asked because they made no assumptions about

the person being interviewed.

The next 5 questions were exploratory questions, such as “How often do causes influence

your purchase decisions?” and “What do you believe motivates people from purchasing a cause-

related brand?” These questions were less open-ended than the engagement questions asked

directly before. Exploratory questions are meant to get at the heart of the matter, which is the

respondent’s opinion, thoughts, and sentiments regarding cause-related marketing.

The last 2 questions were exit questions, which gave the respondent the opportunity to

share whatever they felt was relevant at the end of the interview. Exit questions are meant to

allow the interviewee to summarize their thoughts and to add things that they weren’t asked

about that they feel like sharing. For example, the last question of the interview was “Does

cause-related marketing affect your purchasing behavior?” This question is designed to prompt

the interviewee to revisit all that they have said and to summarize it. Many respondents have

added on to their previous statements while answering this question. The exit questions were

fairly broad in order to allow the respondents to describe their answers as much as possible.

Additionally, an online software tool, Qualtrics, was used in the collection of quantitative

data. Qualtrics was used to design, pretest, and distribute surveys. There were a total of 89

surveys administered, of which 49 were completed. The reason for this low completion rate was

due to technical difficulties while completing surveys on mobile devices. The video clip proved

to be the primary source to these barriers. Regardless of any issues, this was determined to be an

adequate sample size that can minimize the effect that random errors have on the accuracy of the

data.

The Qualtrics survey featured 19 questions that related to each one of the research

objectives. In order to produce valuable data, a diverse array of questions were included. The

survey had 7 nominal questions, 5 ordinal questions, 2 ratio questions, and 4 interval questions.

It was important to have multiple questions under each measurement scale in order to minimize

non-sampling, systematic, and random error. Additionally, interactive features of Qualtrics, such

as videos, sliding scale questions, and ranking questions were utilized to create a visually

appealing, engaging survey. The color scheme was set to match that of BowTie Cause in order to

familiarize the respondent with the BTC brand. The survey was tested extensively in order to

enhance usability and accuracy.

In order to attain the highest quality data, a survey was created from scratch in order to

tailor its questions specifically to the MDO. No questions from the Qualtrics question bank were

included in the survey. The questions were asked in a neutral, objective manner so that the

respondent would not feel inclined to choose one option over the other. The research team

worked diligently to create a survey that was free of leading questions and any other biases.

Additionally, the answers to the questions were designed to be exhaustive, giving the respondent

a full range of possible answers to select.

Additionally, the survey was extensively tested, over 700 times, to offer the respondents a



seamless survey experience, and to offer BowTie Cause accurate data. As such, questions were

carefully selected and phrased in order to make the questions easy to understand and easy to

respond to, a total of 28 questions were discarded in the process. The types of erroneous

questions that were removed were questions that were too vague, questions that offered mutually

inclusive choices as answers, and redundant questions. Pre-testing was performed over the

course of several weeks. The survey was administered to various individuals and was changed in

response to the feedback given. Additionally, the survey was administered to a graduate assistant,

who gave a final critique.

The initial sampling frame consisted of socially aware individuals that were actively engaged

in some kind of philanthropic cause. The amount of activity can vary from small donations made

to being actively participating in fundraising events. Younger individuals between the ages of

19-27 were the primary target as the team felt that this demographics would be more relatable to

the sampling frame. From this the surveys were mainly distributed on social media websites. The

two primary websites include Facebook and Twitter. Each team member posted the link to the

survey on his or her personal Facebook profiles. This allowed for everyone on the friends list to

be able to view the link in addition to having the option to take the survey. Each team member

has approximately 700 Facebook friends. Multiplying this by five for each team member the

survey was exposed to at least 3,500 potential participants on Facebook alone. This did, however,

limit the geographical locations as it is based on each individual of the research team.

The survey was designed so that no respondent would be led to respond in a way that

they normally wouldn’t. Objectivity was the main point of the survey. By distributing the survey

online, a wide range of people had access to it. Everyone was given the opportunity to answer

the survey anonymously. This was all done to ensure getting accurate, quality data.

The survey size of 40 was statistically sufficient, and the questions were phrased

objectively. Both of these factors served to insure internal validity. Internal validity is the extent

to which there is confidence that the measured dependent variables are being affected by the

independent variables.

Although the survey at a satisfactory size, it did emphasize certain demographics more

than others. Because of this, the survey may or may not have much external validity. The extent

to which this survey is applicable to the general population, or other segments of the population

is unknown. The demographics that were clearly overrepresented were millennials, students, and

young professionals. All but 2 responses occurred in the state of Illinois. Middle aged working

people, as well as senior citizens, were both underrepresented in the survey.

The research in this study was carried out in full compliance with the ICC/ESOMAR

international code on marketing research. The research was carried out transparently and

honestly. Respondents were given the incentives they were promised when they completed the

survey. They were told exactly what the survey contained, how their information will be handled,

and for what it will be used. They were given the option to remain anonymous. These practices

are standard in the area of marketing research.

One ethical issue that was encountered throughout the course of this study was the issue

of data representation. The completion rates for the survey are at 50%, and for a while the cause



was unknown. It was unclear how to represent the data ethically, as some surveys were

incomplete, while others were complete. Later on, it became clear that the problem stemmed

from mobile use of the survey. Mobile phones used an external app to play the video in the

survey, and this caused mobile respondents to inadvertently leave the survey. This issue likely

did not affect the validity of any answers, but it was still an ethical responsibility to disclose the

problems that were encountered. Regarding this issue, the ESOMAR code specifically says in

article 11c: “Researchers should always make available the technical information necessary to

assess the validity of any published findings”6

Once the survey was completed and closed via Qualtrics, the research team converted the

Qualtrics data into SPSS. Once logged into Qualtrics, from the home page, click on the “View

Results” tab, then click “Download Data”. There are many formats to choose from, click on the

second link under SPSS that says “Download SPSS .sav File”. Once the file is downloaded and

opened in SPSS, there is no need to go back into Qualtrics.

The downloaded SPSS file includes some irrelevant information that was deleted in order

to clean the file up and increase efficiency. This information is under the “Data View” tab and

includes: the survey introduction, transition questions, the survey conclusion, and other columns

that SPSS automatically creates with every new file. Also under this tab were some variables that

SPSS was unable to code properly which resulted in a “system-missing” value. The research

team had to recode these values in order to receive the accurate data when running frequencies

and cross-tabulations. Under the “Variable View” tab, the research team then renamed each

question with keywords for easier analysis and made sure every question had a set of values

paired with it in order to receive accurate frequencies and cross-tabulations.

One of the first things the research team did after correctly renaming and labeling the file

was analyze the results of each individual variables. In order to accurately do this, the

frequencies must be done for each individual variable. This is done by clicking on the ‘Analyze’

tab toward the top of the page, then scrolling down and clicking on ‘Descriptive Statistics,’ from 6 ICC/ESOMAR international code on market and social research, Article 11(c).



there clicking on the drop down tab ‘Frequencies.’ Select all variables that need frequencies run

then click the arrow so everything selected moves under the ‘Variables’ section. Click ‘Statistics’,

in the top right hand corner check the boxes ‘mean, median, and mode,’ then click continue.

Click ‘charts’ to add bar charts or pie charts into the frequencies.

There are two objectives that the research team designed to work together in this process.

Both the second and third research objectives are geared toward consumer purchases. The second

objective focuses on socially aware consumers while the third objective focuses on philanthropic

causes. Throughout the data analysis process, the research team noticed a few variables that

came up more than others, with most of the variables being related to the two objectives

mentioned above. These survey questions turned out to be the most valuable to the MDO

because they could be used to help the team analyze multiple research objectives. Cross-

tabulations are run by clicking the ‘Analyze’ tab toward the top of the page, scrolling down and

clicking ‘Descriptive Statistics,’ from there then clicking on the drop down tab ‘Crosstabs.’ Once

both variables have been decided upon, select the first variable and insert it under the ‘columns’

section and insert the second variable under the ‘rows’ section. Click ‘statistics’ and check the

‘Chi-square’ box, then click continue. Click ‘cells’ and check the ‘column’ box under the

percentages section, click continue, then okay.

Research Objective 1

To understand the role in which social media plays in brand development.

Applicable survey questions:

● Please order the following social media sites according to the frequency in which you use

them. (1 being the most frequent and 5 being the least frequent)

● If you saw someone promoting a brand on the following social media sites, how likely or

unlikely are you to investigate the brand further?

● In the last 6 months, how many times have you purchased a product and/or service after

seeing it on one of the following social media sites?

Some beneficial cross-tabulations to run can include:

● “Please order the following social media sites according to the frequency in which you

use them - Facebook” and “In the past 6 months, how many times have you purchased a

product and/or service after seeing it on one of the following social media sites? -

Facebook”


use them - Twitter” and “In the past 6 months, how many times have you purchased a

product and/or service after seeing it on one of the following social media sites? - Twitter”

By running cross-tabulations with the two sets of questions listed above, the results indicate the

association between the consumer’s most frequently visited social media site and the purchases

made directly from those sites. Through relevant survey answers, further investigation in cross-

tabulation will be deeply delved into the research objective. Further cross-tabulations will be run

based on relevant survey answers.




To investigate purchasing trends of socially aware consumers.


● Have you purchased products related to a cause within the last year? (e.g. Livestrong

bracelet, breast cancer awareness t-shirt, GO Green recyclable tote bag)

● Please select the following reasons as to why you have not purchased from a cause.

Select all that apply.

● On a scale from 1-10, please indicate your likeliness to go out of your way to purchase

from a company well-known for its social responsibility. (e.g. Whole Foods, Starbucks,

Chipotle)

● How many cause-related products do you own? (e.g. Livestrong bracelet, breast cancer

awareness t-shirt, GO Green recyclable tote bag)

● Which kind of apparel are you more likely to purchase for a cause? (e.g. Livestrong

bracelet, breast cancer awareness t-shirt, GO Green recyclable tote bag)

● Where are you more likely to purchase the previously mentioned apparel?

● Please rank the following in order of importance when purchasing a product that supports

a cause. 1 being the most important and 4 being the least important. (Drag and Drop)


● “Have you purchased products related to a cause within the last year - Yes” and “Where

are you more likely to purchase the previously mentioned apparel”

● “Which kind of apparel are you more likely to purchase for a cause?” and “Where are

you more likely to purchase the previously mentioned apparel?”

● “Please rank the following in order of importance when purchasing a product that

supports a cause (how much of the proceeds go to the cause, the type of cause being

supported, the reputation of the company supporting the cause, and influence by friends)”

and “On a scale from 1 to 10, please indicate your likeliness to go out of your way to

purchase from a company well-known for its social responsibility.”

These three sets of questions are examples of the cross-tabulations the research team will run. In

regards to the second bullet point, the findings would indicate whether there is an association

between the type of apparel consumers are more likely to purchase for a cause and where they

are more likely to purchase that apparel. If there is in fact an association between these two

questions, BowTie Cause can use the information to their advantage.


To assess the different factors that influence consumer purchases in relation

to philanthropic causes.


● Have you purchased products related to a cause within the last year?

● Do you go to Philanthropic or fundraising events?



● On a scale of 1-10, please indicate your likeliness to go out of your way to purchase a

product for a cause.

● Please indicate which of the following types of causes are you more likely to purchase

apparel from?


● “Do you go to Philanthropic/Fundraising events - Yes” and “When you go to

philanthropic events, on average how far do you/are you willing to travel from your home

- 20+ miles?”

● “Please rank the following in order of importance when purchasing a product that

supports a cause (how much of the proceeds go to the cause, the type of cause being

supported, the reputation of the company supporting the cause, and influence by friends)”

and “Please indicate which of the following types of causes you are more likely to

purchase apparel from (health, education, animal rights, environment, etc.)”

If, for the first set of questions, the cross-tabulations resulted in an association between

consumers that attend philanthropic/fundraising events and traveling 20+ miles from home to

attend such events, BowTie Cause would benefit from this knowledge. On the other hand, the

cross-tabulations could also indicate that consumers who do attend such events are only willing

to travel up to 10 miles. Running these tests will either affirm or disprove any assumptions made.


Research geographical locations where there is higher demand for cause

related products. Applicable survey questions:

● Please select the following reasons as to why you have not purchased from a cause.

● On a scale from 1 to 10, please indicate your likeliness to go out of your way to purchase

from a company well-known for its social responsibility.

● Do you go to Philanthropic/Fundraising events?

● When you go to philanthropic events, on average how far do you/are you willing to travel

from your home?


● “Please enter your zip code” and “Have you purchased products related to a cause within

the last year - Yes”

● “Please indicate your zip code” and “Please select the following reasons as to why you

have not purchased from a cause”

Although, in the second set of questions, reasons for not purchasing from a cause does not

directly relate to this objective, it may be beneficial to look into this cross-tabulation anyway.

The results may show an association between certain geographical locations and the reasons why

consumers do not purchase from causes in those areas.




To find out the influence celebrity endorsements have on consumer purchase

behavior.


● To what extent do you agree with the following statements? This video (BowTie Cause at

SuperBowl XLVII) made me motivated... (Options - to purchase a bow tie, to learn more

about BowTie Cause, to become more open to the idea of wearing a bow tie, to want to

purchase directly from BowTie Cause)

● Please rank the following groups of people in terms of who you think is most influential

when endorsing an organization and what they stand for. 1 being the most influential and

6 being the least influential. (Options – Athletes, Business Leaders, Politicians, Actors,

Singers, Reality TV Stars and Hosts)


● “Please rank the following groups of people in terms of who you think is most influential

when endorsing an organization and what they stand for - Athletes” and “Please watch

this short video. To what extent do you agree with the following statements? This video

made me motivated… - to learn more about BowTie Cause”

● “Please rank the following groups of people in terms of who you think is most influential

when endorsing an organization and what they stand for - Actors” and “Please watch this

short video. To what extent do you agree with the following statements? This video made

me motivated… - to learn more about BowTie Cause.”

Running cross-tabulations between the different answers to both of these questions can be very

insightful. The findings may indicate that participants who chose athletes as their number one

most influential endorsers are more willing to purchase directly from BowTie Cause after

watching the video rather than those participants who chose business leaders as the most

influential.



Conclusion


To understand the role in which social media plays in brand development.

Frequencies:

● 80% of participants use Facebook the most frequently.

● 34% of participants that see the promotion of a brand on Twitter are likely/very likely to

investigate further while 55% of participants are unlikely/very unlikely to investigate

further.

● 39% of participants that see the promotion of a brand through Email are likely/very likely

to investigate further while 44% of participants are unlikely/very unlikely to investigate

further.

Associated cross-tabulations:


use them. - Twitter” and “In the last 6 months, how many times have you purchased a

product and/or service after seeing it on one of the following social media sites? - Twitter”

○ The results of this cross-tabulation indicate that there is an association between

these two variables, with a Chi-Square value of .000. Of the participants that

ranked Twitter as their most frequented site, 60% have made multiple purchases

after seeing the products on Twitter.


use them. - Facebook” and “If you saw someone promoting a brand on the following

social media sites, how likely or unlikely are you to investigate the brand further? -

Facebook”

○ Although the results of this cross-tabulation has a Chi-Square value of .006,

which indicates that it is in fact associated, the research team was surprised with

the results. Supporting the predictions, 75% of the participants that frequent

Facebook the most are likely/very likely to investigate the brand further when

seeing it promoted through Facebook. As well as that, 74.6% of the participants

that frequent Facebook the least are also likely/very likely to investigate the brand

further when seeing it promoted through Facebook.

○ Based on these surprising findings, it seems that the frequency in which Facebook

is used is irrelevant to the likeliness of participants investigating a promotion

further when seen on Facebook. (Facebook seems to be a good social media site

for promoting a brand, but does not necessarily lead to purchases)

Un-Associated cross-tabulations:


use them. - Facebook” and “In the last 6 months, how many times have you purchased a



product and/or service after seeing it on one of the following social media sites? -

Facebook”

○ Based on the results, there is no associated between the frequency in which

Facebook is used and purchases from Facebook. The Chi-Square value for this

cross-tabulation is .962.

Additional relevant results:

● Qualitative data was received from the in-depth interviews. According to one respondent,

Twitter is an unreliable social media site in regards to believing or trusting any

promotional advertisements seen on the website.


To investigate purchasing trends of socially aware consumers.

Frequencies:

● 49% of participants are more willing to purchase from a socially-aware company

● 41.6% of participants feel that the type of cause being supported is the most important

factor when deciding to purchase.

● The top three items participants are more like to purchase for a cause include sweatshirts

(39.3%), t-shirts (38.2%), and necklaces (24.7%).


● “Please indicate which of the following types of causes you are more likely to purchase

apparel from – animal rights” and “Please indicate your gender.”

o The two are associate with a chi square of 0.001. This indicates that they are very

closely associated. According to the results found, females are more like to support

animal rights compared to men. 37.9% of female participants ranked animal rights as

their top philanthropic choice while only 4.2% of male participants ranked it as their top

choice.


● “Where are you more likely to purchase the previously mentioned apparel? and “Which

kind of apparel are you more likely to purchase for a cause - bow ties.”

○ The two cross-tabulations listed were unassociated as the Chi-Square value

was .06. While they are not directly associated, it was found that of those

participants that are likely to purchase a bow tie for a cause, they prefer to buy

them online compared to a retail store or fundraising event. 18.8% of participants

would rather purchase a bow tie online.

● “Do you go to Philanthropic/Fundraising events?” and “On a scale from 1 to 10, please

indicate your likeliness to go out of your way to purchase from a company well-known

for its social responsibility.”

○ The two cross-tabulations listed were unassociated as the Chi-Square value came

out to .627. This was surprising because one would think that an individual who



goes to philanthropic events would be more likely to purchase from socially-

responsible companies. However, according to the results this is not the case.



who care health and environment for his first cause, he would like to buy if those kinds of

causes are behind the products. However, he pointed out how much money and how the

process go in that socially-aware company in terms of transparency.

● The participant acknowledges that cause-marketing does work and that if companies

were to market the products more and explain the cause he/she would be more inclined to

purchase.

● The participant is more inclined to purchase products advertised on twitter rather than

Facebook. Twitter has more credibility.


To assess the different factors that influence consumer purchases in relation

to philanthropic causes.

Frequencies:

● The results show that, of the people asked “Do you go to philanthropic events?” 66.6%

answered ‘yes’ whereas 33.3% answered ‘no’.

● 28% of those asked “Which type of cause are you most likely to purchase apparel from”

listed Health-related causes as their #1 choice, 22.6% listed animals rights, and 16.4%

listed the environment.


● “Have you purchased products related to a cause within the last year? - Yes” and “Do you

go to Philanthropic or Fundraising events? - Yes”

○ These variables were shown to be statistically associated with a Chi-Square value

of .015. 42% of respondents claimed that they both regularly go to philanthropic

events and that they have purchased products related to a cause within the last

year. The results of the survey imply that the majority of the population (as

reflected by the sample) goes to philanthropic events. The study indicates that

going to philanthropic events is associated with purchasing cause-related items.

This means that BowTie Cause can possibly grow its customer base by becoming

more visible in philanthropic/fundraising events. If they do so, it is likely that they

may be able to attract additional customers who purchase products related to

causes.


● “Have you purchased a product related to a cause within the last year?” and “On a scale

of 1-10, please indicate your likeliness to go out of your way to purchase from a cause”

○ With a Chi-Square value of 11.07, these two variables are not associated.



● “Do you go to philanthropic/Fundraising events?” and “Please indicate which of the

following types of causes you’re most likely to purchase apparel from?”

○ This cross-tabulation yielded no association on all kinds of cause apparel. All

Chi-Square values were well above .05, however it’s worth noting that the

‘Educational’ apparel Chi-Square had the least value, indicating that it may be

more associated than others.


● The In-Depth Interview revealed a lot about how philanthropic causes influence

consumer purchasing behavior. One respondent indicated that the product itself was the

most important aspect of his decision of whether or not to purchase a product. The cause

was a ‘secondary’ factor that was less important. Additionally, the respondent indicated

that the trustworthiness and transparency of the cause that is being marketed is something

really important to him. If a company is very transparent with how much of the proceeds

go towards a cause, and if the cause is a transparent one, then to him, this is trustworthy.

● He also mentioned that, if a cause means a lot to him, then he would buy a product for the

sole purpose of supporting that cause. But this is only true in cases where he feels

strongly about the cause he is supporting. Otherwise, the cause is simply a secondary

aspect that he doesn’t factor in too much during purchasing decisions.

● The relative frequencies of the types of causes people are most likely to purchase apparel

from are interesting. The most popular type of cause for apparel is health. A close second

is Animals rights, and Environment is third. BowTie Cause can benefit from this insight

by focusing on the causes that people are most likely to purchase from, such as health and

education.

● A more nuanced view of the aforementioned frequencies are the rankings of the causes in

relation to one another. For example, health related causes are ranked first 28.8% of the

time, ranked second 14% of the time, and ranked third 19% of the time. It can be

concluded that health related causes are most frequently either first priority or third

priority. Similarly, Education was only listed as the top cause for cause related purchases

only 7% of the time. It was ranked number two, however, 37% of the time. This means

that although education is not a top priority for most respondents, it is a close second for

many. If BowTie Cause was to focus on only two causes for cause-related products, this

study would suggest that they should choose two: Health-related causes and Education-

related causes.


“I think people are a lot more savvy now about where they’re putting their money and

companies that are not-for-profit and bigger companies know that so they have to make it

very appealing and market it in a way that really spells things out for the consumer so

that they don’t feel that they’re being ripped off.” This response shows how important it

is to establish credibility as a philanthropic cause. Otherwise, people may be reluctant to

donate to the cause.


Research geographical locations where there is higher demand for cause



related products. Frequencies:

22.2% of respondents rated their likeliness to ‘go out of their way’ to purchase a cause

related product as an 8 on a 10 point scale. 17.5% rated 7. Overall, a total of 49.3% of

respondents rated their willingness to go out of their way to purchase a cause related

product a 7/10 and above.

o This means that most people are willing to take extra steps in order to purchase a

product for a worthy cause that they believe in. The cause in itself makes products

more attractive to consumers, and so they are willing to inconvenience themselves

to get it.


● There were no associated cross-tabulations that produced a Chi-Square value of .05 and

under.


● “On a scale from 1 to 10, please indicate your likeliness to go out of your way to

purchase from a company well-known for its social responsibility.” and “When you go to

philanthropic events, on average how far do you/are you willing to travel from your

home?”

○ The data was deemed significant through running the crosstabs on SPSS. The

initial assumption was that there might be a significantly high association between

consumers purchasing preference and their willingness to go to philanthropic

events. It was because people, who are likely to purchase cause-related products

rather than non-cause-related products, would be more interested in the

philanthropic events. However, the data showed that the association between

consumers purchasing decisions and their geographical location was quite low.

Even if people are willing to purchase philanthropic products, they are less likely

to travel to go to philanthropic events.



he would be willing to travel 10-15 minutes out of his way in order to purchase a product

that supports a cause that he likes.


To find out the influence celebrity endorsements have on consumer purchase

behavior.

Frequencies:

● 38.2% of the respondents said that watching the BowTie Cause Video made them want to

learn more about BowTie Cause.

● 27.6% of respondents ranked athletes as either the first or second most influential type of

organizational celebrity endorser.




● “To what extent do you agree with the following statements? This video (BowTie Cause

at SuperBowl XLVII) made me motivated… - to learn more about BowTie Cause” and

“Please rank the following groups of people in terms of who you think is most influential

when endorsing an organization and what they stand for. - Reality TV Stars and Hosts”

○ This cross-tabulation was deemed significant because it had a Chi-Square

association of .010. This data will provide useful insights into who BowTie Cause

should use to endorse their products to get viewers to want to learn more about

the organization. Of the people that ranked Reality TV Stars and Hosts as the

most influential, 34.1% of them either agreed or strongly agreed that that video

made them want to learn more about BowTie Cause.


● “To what extent do you agree with the following statements? This video (BowTie Cause

at SuperBowl XLVII) made me motivated… - to become more open to the idea of

wearing a bow tie” and “Please rank the following groups of people in terms of who you

think is most influential when endorsing an organization and what they stand for. -

Athletes”

○ This cross-tabulation resulted in a Chi-Square value of .138. Although this is

above .05, it can still provide useful insights for the client. BowTie Cause used a

combination of athletes and reality TV stars and hosts for their video, with an

emphasis on athletes. It seems that their video motivates the viewer to be more

open to the idea of wearing a bow tie. But, according to the cross-tabulation

results, it may be beneficial to put more focus on using endorsements from

Reality TV Stars and Hosts like the ones in the video: Adam Richman, Andrew

Zimmern, Guy Fieri, etc. Celebrity endorsements such as these seem to have

impacted the viewer far more than that of professional athletes.



the specific celebrity or type of celebrity endorsing a product related to a cause does not

make a difference, but he has “to believe in them as a person and know that they are

genuine” in order to be influenced by their endorsement.7

7 See Appendix page 111



Works Cited

Bonetto, Lauren. Executive Summary. Rep. N.p.: Mintel Group, 2014. Print.

Bonetto, Lauren. Infographic Overview. Rep. N.p.: Mintel Group, 2014. Print.

Churchill, Gilbert A., Jr., and Tom J. Brown. Basic Marketing Research. 6th ed. Ohio: Thomson

South-Western, 2007. Print.

O'Donnell, Fiona. Cause Marketing. Rep. N.p.: Mintel Group, 2011. Print.

Social Media and Retailing. Rep. no. ML00017-019. London: MarketLine, 2014. Print.



Appendix

Survey

The primary goal of this survey is to better understand the underlying reasons that influence

consumers to purchase products related to a cause. The data collected will be used solely for

research purposes and will be kept private.

Please answer as truthfully as possible. We appreciate your participation. As a thank you for

your time we are offering a 10% off coupon code for BowTieCause.com at the end of our

survey.

Thank you!

1.) Have you purchased products related to a cause within the last year? (e.g. Livestrong bracelet,

breast cancer awareness t-shirt, GO Green recyclable tote bag)

Yes (1)

No (2)

If Yes Is Selected, Then Skip To On a scale from 1 to 10, please indic...

2.) Please select the following reasons as to why you have not purchased from a cause. Select all

that apply:

Unaffordable (1)

Inconvenient (2)

Uninterested (3)

Other (4) ____________________



3.) On a scale from 1 to 10, please indicate your likeliness to go out of your way to purchase

from a company well-known for its social responsibility. (e.g. Whole Foods, Starbucks,

Chipotle)

4.) How many cause related products do you own? (e.g. Livestrong bracelet, breast cancer

awareness t-shirt, GO Green recyclable tote bag)

5.) Which kind of apparel are you more likely to purchase for a cause?

(e.g. Marriage Equality, ALS Association, Stand up to Cancer)

Very

Unlikely (1)

Unlikely (2) Undecided

(3)

Likely (4) Very Likely

(5)

Necklace (1)

Tie (2)

Scarf (3)

Bow tie (4)

Shirt (5)

Sweatshirt (6)



6.) Where are you more likely to purchase the previously mentioned apparel?

Online (1)

In Store (2)

Fundraising Event (3)

7.) Do you go to Philanthropic/Fundraising events?

Yes (1)

No (2)

If No Is Selected, Then Skip To End of Block

8.) When you go to philanthropic events, on average how far do you/are you willing to travel

from your home?

0-5 miles (17)

6-10 miles (18)

11-15 miles (19)

16-20 miles (20)

20+ miles (21)



9.) Please order the following social media sites according to the frequency in which you use

them.

1 being the most frequent and 5 being the least frequent. (Drag and drop)

______ Facebook (1)

______ Twitter (2)

______ Instagram (3)

______ Pinterest (5)

______ YouTube (6)

10.) If you saw someone promoting a brand on the following social media sites, how likely or

unlikely are you to investigate the brand further?

Very

Unlikely (1)

Unlikely (2) Neither (3) Likely (7) Very Likely

(4)

Blogs (1)

Twitter (2)

Facebook (4)

Email (5)

Youtube (6)

Pinterest (3)

Instagram (7)

Google + (8)

11.) In the last 6 months, how many times have you purchased a product and/or service after


______ Facebook (1)

______ Twitter (2)

______ Blogs (3)

______ Pinterest (4)

______ Other (5)

12.) Please rank the following in order of importance when purchasing a product that supports a

cause.

1 being the most important and 4 being the least important. (Drag and Drop)

______ How much of the proceeds go to the cause (1)

______ The type of cause being supported (2)

______ Reputation of the company supporting the cause (3)

______ Influence by friends (6)

13.) Please watch this short video.



To what extent do you agree with the following statements? This video made me motivated...

Strongly

Disagree (1)

Disagree (2) Neither Agree

nor Disagree

(3)

Agree (4) Strongly

Agree (5)

to purchase a

bow tie (1)

to learn more

about

BowTie

Cause (2)

to become

more open to

the idea of

wearing a

bow tie (3)

to want to

purchase

directly from

BowTie

Cause (4)



14.) Please rank the following groups of people in terms of who you think is most influential

when endorsing an organization and what they stand for. 1 being the most influential and 6 being

the least influential.

______ Althetes (1)

______ Business Leaders (2)

______ Politicians (3)

______ Actors (4)

______ Singers (5)

______ Reality TV Stars and Hosts (6)

15.) Please indicate which of the following types of causes you are more likely to purchase

apparel from. 1 being the most likely and 6 being the least likely.

______ Health (1)

______ Education (2)

______ Animal rights (3)

______ Environment (4)

______ Arts, culture, and humanities (5)

______ International (6)

16.) Please indicate your gender:

17.) What year were you born in?

18.) Please enter your zip code.

Thank you again! For 10% off at BowTieCause please enter “thankyou” at checkout. Please

note, this code is only available until December 24, 2014.

If you would like any information regarding BowTie Cause, please enter your information

below.



First Name (4)

Last Name (5)

Email (6)



Frequencies Statistics

Have you purchased

products related to a

cause within the last year? (e.g.

Livestrong bracelet,

b...

Please select the

following reasons as

to why you have not purchased from a

cause. Select all

tha...-Unaffordable

Please select the



cause. Select all

tha...-Inconvenient

Please select the



cause. Select all

tha...-Uninterested

Please select the



cause. Select all

tha...-Other

N Valid 87 89 89 89 89

Missing 2 0 0 0 0

Mean 1.46 1.93 1.93 1.76 1.89

Median 1.00 2.00 2.00 2.00 2.00 Mode 1 2 2 2 2

Statistics

On a scale from 1 to

10, please indicate

your likeliness to go

out of your way to

purchase from a...-

How many cause related products do

you own? (e.g.

Livestrong bracelet,

breast cancer

awareness t-...-

Which kind of apparel are you more

likely to purchase for

a cause? (e.g.

Marriage Equality,

A...-Necklace



a cause? (e.g.

Marriage Equality,

A...-Tie



a cause? (e.g.

Marriage Equality,

A...-Scarf

N Valid 63 66 76 74 77

Missing 26 23 13 15 12 Mean 6.0635 5.4394 2.71 1.72 2.49

Median 6.0000 5.0000 3.00 1.00 2.00

Mode 8.00 5.00 1a 1 1

Statistics



a cause? (e.g. Marriage Equality,

A...-Bow tie




A...-Shirt




A...-Sweatshirt

Where are you more

likely to purchase the previously

mentioned apparel?

Do you go to Philanthropic/Fundra

ising events?

N Valid 75 77 75 78 79

Missing 14 12 14 11 10

Mean 1.73 3.57 3.44 2.28 1.37

Median 1.00 4.00 4.00 2.50 1.00

Mode 1 4 4 3 1

Statistics

When you go to philanthropic events,

on average how far

do you/are you willing to travel from

you...

Please order the

following social media sites

according to the

frequency in which you use them. ...-

Facebook

Please order the


according to the


Twitter

Please order the


according to the


Instagram

Please order the


according to the


Pinterest

N Valid 50 76 76 76 76

Missing 39 13 13 13 13 Mean 18.88 1.3026 3.4737 2.9474 4.1711

Median 18.00 1.0000 4.0000 3.0000 5.0000

Mode 18 1.00 4.00 2.00 5.00

Statistics



Please order the

following social

media sites

according to the frequency in which

you use them. ...-

YouTube

If you saw someone

promoting a brand on

the following social media sites, how

likely or unlikely...-

Blogs

If you saw someone




Twitter

If you saw someone




Pinterest

If you saw someone

promoting a brand

on the following social media sites,

how likely or

unlikely...-Facebook

N Valid 76 76 76 76 77

Missing 13 13 13 13 12

Mean 3.1053 2.67 2.46 2.34 3.58

Median 3.0000 3.00 2.00 2.00 4.00 Mode 3.00 1a 1 1 4

Statistics

If you saw someone

promoting a brand

on the following social media sites,

how likely or

unlikely...-Email

If you saw someone




Youtube

If you saw someone




Instagram

If you saw someone




Google +

In the last 6 months,

how many times

have you purchased a product and/or

service after seeing

it...-Facebook

N Valid 77 76 75 75 78

Missing 12 13 14 14 11

Mean 2.83 3.01 2.77 2.11 .8462

Median 3.00 3.00 3.00 2.00 .0000 Mode 4 4 4 1 .00

Statistics

In the last 6 months, how many times

have you purchased

a product and/or service after seeing

it...-Twitter


have you purchased a

product and/or service after seeing

it...-Blogs




it...-Pinterest




it...-Other

Please rank the

following in order of

importance when purchasing a product

that supports a

cause....-How much of the proceeds go to

the cause

N Valid 78 78 78 78 70

Missing 11 11 11 11 19 Mean .1538 .3846 .2436 .1410 2.2429

Median .0000 .0000 .0000 .0000 2.0000

Mode .00 .00 .00 .00 2.00

Statistics

Please rank the following in order of

importance when

purchasing a product that supports a

cause....-The type of

cause being supported

Please rank the following in order of

importance when

purchasing a product that supports a

cause....-Reputation

of the company supporting the cause

Please rank the

following in order of

importance when purchasing a product

that supports a

cause....-Influence by friends

Please watch this

short video. To

what extent do you agree with the

following

statements? T...-to purchase a bow tie

Please watch this short video. To

what extent do you

agree with the following

statements? T...-to

learn more about BowTie Cause

N Valid 70 70 70 56 56

Missing 19 19 19 33 33

Mean 1.7571 2.7286 3.2714 2.82 3.73 Median 1.0000 3.0000 4.0000 3.00 4.00

Mode 1.00 3.00 4.00 3 4

Statistics



Please watch this

short video. To

what extent do you


statements? T...-to

become more open to the idea of

wearing a bow tie

Please watch this

short video. To

what extent do you


statements? T...-to

want to purchase directly from

BowTie Cause

Please rank the following groups of

people in terms of

who you think is most influential

when en...-Althetes

Please rank the

following groups of people in terms of

who you think is

most influential when en...-Business

Leaders

Please rank the

following groups of people in terms of

who you think is

most influential when en...-

Politicians

N Valid 56 56 51 53 54

Missing 33 33 38 36 35 Mean 2.89 2.93 3.0588 3.3208 3.7963

Median 3.00 3.00 3.0000 3.0000 4.0000

Mode 3a 3 2.00 5.00 6.00

Statistics

Please rank the

following groups of

people in terms of who you think is

most influential

when en...-Actors

Please rank the

following groups of

people in terms of who you think is

most influential

when en...-Singers


people in terms of

who you think is most influential

when en...-Reality

TV Stars and Hosts

Please indicate

which of the

following types of causes you are more

likely to purchase

apparel fr...-Health

Please indicate which of the

following types of

causes you are more likely to purchase

apparel fr...-

Education

N Valid 51 55 55 52 54

Missing 38 34 34 37 35

Mean 3.1765 3.6182 3.9818 3.0577 3.3148 Median 3.0000 3.0000 4.0000 3.0000 3.0000

Mode 1.00a 5.00 6.00 1.00 2.00

Statistics


following types of


apparel fr...-Animal

rights


following types of


apparel fr...-

Environment

Please indicate

which of the following types of

causes you are more

likely to purchase apparel fr...-Arts,

culture, and

humanities


following types of


apparel fr...-

International

Please indicate your

gender:

N Valid 53 55 54 55 58

Missing 36 34 35 34 31

Mean 3.3208 3.6909 4.0556 3.6182 1.55

Median 3.0000 4.0000 4.5000 3.0000 2.00

Mode 1.00 4.00a 5.00 6.00 2

a. Multiple modes exist. The smallest value is shown



Frequency Table

Have you purchased products related to a cause within the last year? (e.g. Livestrong bracelet, b...

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 47 52.8 54.0 54.0

No 40 44.9 46.0 100.0

Total 87 97.8 100.0

Missing System 2 2.2

Total 89 100.0

Please select the following reasons as to why you have not purchased from a cause. Select all tha...-Unaffordable


Valid Yes 6 6.7 6.7 6.7

No 83 93.3 93.3 100.0

Total 89 100.0 100.0

Please select the following reasons as to why you have not purchased from a cause. Select all tha...-Inconvenient


Valid Yes 6 6.7 6.7 6.7

No 83 93.3 93.3 100.0

Total 89 100.0 100.0

Please select the following reasons as to why you have not purchased from a cause. Select all tha...-Uninterested


Valid Yes 21 23.6 23.6 23.6

No 68 76.4 76.4 100.0

Total 89 100.0 100.0

Please select the following reasons as to why you have not purchased from a cause. Select all tha...-Other


Valid Yes 10 11.2 11.2 11.2

No 79 88.8 88.8 100.0

Total 89 100.0 100.0



On a scale from 1 to 10, please indicate your likeliness to go out of your way to purchase from a...-


Valid .00 1 1.1 1.6 1.6

1 1 1.1 1.6 3.2

2 1 1.1 1.6 4.8

3 8 9.0 12.7 17.5

4 4 4.5 6.3 23.8

5 9 10.1 14.3 38.1

6 8 9.0 12.7 50.8

7 11 12.4 17.5 68.3

8 14 15.7 22.2 90.5

9 3 3.4 4.8 95.2

10 3 3.4 4.8 100.0

Total 63 70.8 100.0


Total 89 100.0

How many cause related products do you own? (e.g. Livestrong bracelet, breast cancer awareness t-...-


Valid 1.00 4 4.5 6.1 6.1

2.00 11 12.4 16.7 22.7

3.00 6 6.7 9.1 31.8

4.00 9 10.1 13.6 45.5

5.00 17 19.1 25.8 71.2

6.00 1 1.1 1.5 72.7

7.00 4 4.5 6.1 78.8

8.00 1 1.1 1.5 80.3

10.00 4 4.5 6.1 86.4

11.00 3 3.4 4.5 90.9

12.00 3 3.4 4.5 95.5

13.00 1 1.1 1.5 97.0

15.00 2 2.2 3.0 100.0

Total 66 74.2 100.0


Total 89 100.0



Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Necklace


Valid Very Unlikely 22 24.7 28.9 28.9

Unlikely 14 15.7 18.4 47.4

Undecided 11 12.4 14.5 61.8

Likely 22 24.7 28.9 90.8

Very Likely 7 7.9 9.2 100.0

Total 76 85.4 100.0


Total 89 100.0

Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Tie



Unlikely 19 21.3 25.7 82.4

Undecided 5 5.6 6.8 89.2

Likely 8 9.0 10.8 100.0

Total 74 83.1 100.0


Total 89 100.0

Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Scarf



Unlikely 17 19.1 22.1 53.2

Undecided 14 15.7 18.2 71.4

Likely 18 20.2 23.4 94.8

Very Likely 4 4.5 5.2 100.0

Total 77 86.5 100.0


Total 89 100.0

Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Bow tie



Unlikely 19 21.3 25.3 81.3

Undecided 6 6.7 8.0 89.3

Likely 8 9.0 10.7 100.0

Total 75 84.3 100.0


Total 89 100.0



Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Shirt



Unlikely 8 9.0 10.4 22.1

Undecided 8 9.0 10.4 32.5

Likely 34 38.2 44.2 76.6

Very Likely 18 20.2 23.4 100.0

Total 77 86.5 100.0


Total 89 100.0

Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Sweatshirt



Unlikely 4 4.5 5.3 20.0

Undecided 13 14.6 17.3 37.3

Likely 35 39.3 46.7 84.0

Very Likely 12 13.5 16.0 100.0

Total 75 84.3 100.0


Total 89 100.0

Where are you more likely to purchase the previously mentioned apparel?


Valid Online 17 19.1 21.8 21.8

In Store 22 24.7 28.2 50.0

Fundraising Event 39 43.8 50.0 100.0

Total 78 87.6 100.0


Total 89 100.0

Do you go to Philanthropic/Fundraising events?


Valid Yes 50 56.2 63.3 63.3

No 29 32.6 36.7 100.0

Total 79 88.8 100.0


Total 89 100.0



When you go to philanthropic events, on average how far do you/are you willing to travel from you...


Valid 17 6 6.7 12.0 12.0

18 20 22.5 40.0 52.0

19 8 9.0 16.0 68.0

20 6 6.7 12.0 80.0

21 10 11.2 20.0 100.0

Total 50 56.2 100.0


Total 89 100.0

Please order the following social media sites according to the frequency in which you use them. ...-Facebook


Valid 1 61 68.5 80.3 80.3

2 9 10.1 11.8 92.1

3 4 4.5 5.3 97.4

4 2 2.2 2.6 100.0

Total 76 85.4 100.0


Total 89 100.0

Please order the following social media sites according to the frequency in which you use them. ...-Twitter


Valid 1 5 5.6 6.6 6.6

2 14 15.7 18.4 25.0

3 14 15.7 18.4 43.4

4 26 29.2 34.2 77.6

5 17 19.1 22.4 100.0

Total 76 85.4 100.0


Total 89 100.0

Please order the following social media sites according to the frequency in which you use them. ...-Instagram


Valid 1 5 5.6 6.6 6.6

2 27 30.3 35.5 42.1

3 19 21.3 25.0 67.1

4 17 19.1 22.4 89.5

5 8 9.0 10.5 100.0

Total 76 85.4 100.0


Total 89 100.0



Please order the following social media sites according to the frequency in which you use them. ...-Pinterest


Valid 1 1 1.1 1.3 1.3

2 6 6.7 7.9 9.2

3 12 13.5 15.8 25.0

4 17 19.1 22.4 47.4

5 40 44.9 52.6 100.0

Total 76 85.4 100.0


Total 89 100.0

Please order the following social media sites according to the frequency in which you use them. ...-YouTube


Valid 1 4 4.5 5.3 5.3

2 20 22.5 26.3 31.6

3 27 30.3 35.5 67.1

4 14 15.7 18.4 85.5

5 11 12.4 14.5 100.0

Total 76 85.4 100.0


Total 89 100.0

If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Blogs



Unlikely 11 12.4 14.5 46.1

Neither 12 13.5 15.8 61.8

Likely 24 27.0 31.6 93.4

Very Likely 5 5.6 6.6 100.0

Total 76 85.4 100.0


Total 89 100.0

If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Twitter



Unlikely 14 15.7 18.4 55.3

Neither 8 9.0 10.5 65.8

Likely 23 25.8 30.3 96.1

Very Likely 3 3.4 3.9 100.0

Total 76 85.4 100.0


Total 89 100.0



If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Pinterest



Unlikely 16 18.0 21.1 56.6

Neither 16 18.0 21.1 77.6

Likely 14 15.7 18.4 96.1

Very Likely 3 3.4 3.9 100.0

Total 76 85.4 100.0


Total 89 100.0

If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Facebook



Unlikely 6 6.7 7.8 18.2

Neither 6 6.7 7.8 26.0

Likely 47 52.8 61.0 87.0

Very Likely 10 11.2 13.0 100.0

Total 77 86.5 100.0


Total 89 100.0

If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Email



Unlikely 19 21.3 24.7 44.2

Neither 13 14.6 16.9 61.0

Likely 24 27.0 31.2 92.2

Very Likely 6 6.7 7.8 100.0

Total 77 86.5 100.0


Total 89 100.0

If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Youtube



Unlikely 15 16.9 19.7 34.2

Neither 20 22.5 26.3 60.5

Likely 22 24.7 28.9 89.5

Very Likely 8 9.0 10.5 100.0

Total 76 85.4 100.0


Total 89 100.0



If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Instagram



Unlikely 10 11.2 13.3 42.7

Neither 12 13.5 16.0 58.7

Likely 25 28.1 33.3 92.0

Very Likely 6 6.7 8.0 100.0

Total 75 84.3 100.0


Total 89 100.0

If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Google +



Unlikely 12 13.5 16.0 61.3

Neither 19 21.3 25.3 86.7

Likely 7 7.9 9.3 96.0

Very Likely 3 3.4 4.0 100.0

Total 75 84.3 100.0


Total 89 100.0

In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Facebook


Valid .00 53 59.6 67.9 67.9

1 12 13.5 15.4 83.3

2 7 7.9 9.0 92.3

3 2 2.2 2.6 94.9

5 1 1.1 1.3 96.2

7 1 1.1 1.3 97.4

10 1 1.1 1.3 98.7

12 1 1.1 1.3 100.0

Total 78 87.6 100.0


Total 89 100.0

In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Twitter


Valid .00 74 83.1 94.9 94.9

2 2 2.2 2.6 97.4

3 1 1.1 1.3 98.7

5 1 1.1 1.3 100.0

Total 78 87.6 100.0


Total 89 100.0



In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Blogs


Valid .00 68 76.4 87.2 87.2

1 2 2.2 2.6 89.7

2 4 4.5 5.1 94.9

4 1 1.1 1.3 96.2

5 2 2.2 2.6 98.7

6 1 1.1 1.3 100.0

Total 78 87.6 100.0


Total 89 100.0

In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Pinterest


Valid .00 71 79.8 91.0 91.0

1 1 1.1 1.3 92.3

2 1 1.1 1.3 93.6

3 4 4.5 5.1 98.7

4 1 1.1 1.3 100.0

Total 78 87.6 100.0


Total 89 100.0

In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Other


Valid .00 73 82.0 93.6 93.6

1 2 2.2 2.6 96.2

2 1 1.1 1.3 97.4

3 1 1.1 1.3 98.7

4 1 1.1 1.3 100.0

Total 78 87.6 100.0


Total 89 100.0

Please rank the following in order of importance when purchasing a product that supports a cause....-How much of the proceeds go to the cause


Valid 1 16 18.0 22.9 22.9

2 30 33.7 42.9 65.7

3 15 16.9 21.4 87.1

4 9 10.1 12.9 100.0

Total 70 78.7 100.0


Total 89 100.0



Please rank the following in order of importance when purchasing a product that supports a cause....-The type of cause being supported


Valid 1 37 41.6 52.9 52.9

2 19 21.3 27.1 80.0

3 8 9.0 11.4 91.4

4 6 6.7 8.6 100.0

Total 70 78.7 100.0


Total 89 100.0

Please rank the following in order of importance when purchasing a product that supports a cause....-Reputation of the company supporting the cause


Valid 1 8 9.0 11.4 11.4

2 17 19.1 24.3 35.7

3 31 34.8 44.3 80.0

4 14 15.7 20.0 100.0

Total 70 78.7 100.0


Total 89 100.0

Please rank the following in order of importance when purchasing a product that supports a cause....-Influence by friends


Valid 1 9 10.1 12.9 12.9

2 4 4.5 5.7 18.6

3 16 18.0 22.9 41.4

4 41 46.1 58.6 100.0

Total 70 78.7 100.0


Total 89 100.0

Please watch this short video. To what extent do you agree with the following statements? T...-to purchase a bow tie


Valid Strongly Disagree 10 11.2 17.9 17.9

Disagree 10 11.2 17.9 35.7

Neither Agree nor Disagree 19 21.3 33.9 69.6

Agree 14 15.7 25.0 94.6

Strongly Agree 3 3.4 5.4 100.0

Total 56 62.9 100.0


Total 89 100.0



Please watch this short video. To what extent do you agree with the following statements? T...-to learn more about BowTie Cause



Disagree 3 3.4 5.4 10.7


Agree 34 38.2 60.7 85.7


Total 56 62.9 100.0


Total 89 100.0

Please watch this short video. To what extent do you agree with the following statements? T...-to become more open to the idea of

wearing a bow tie



Disagree 10 11.2 17.9 35.7


Agree 16 18.0 28.6 92.9


Total 56 62.9 100.0


Total 89 100.0

Please watch this short video. To what extent do you agree with the following statements? T...-to want to purchase directly from

BowTie Cause



Disagree 10 11.2 17.9 30.4


Agree 8 9.0 14.3 89.3


Total 56 62.9 100.0


Total 89 100.0

Please rank the following groups of people in terms of who you think is most influential when en...-Althetes


Valid 1 12 13.5 23.5 23.5

2 13 14.6 25.5 49.0

3 6 6.7 11.8 60.8

4 7 7.9 13.7 74.5

5 6 6.7 11.8 86.3

6 7 7.9 13.7 100.0

Total 51 57.3 100.0


Total 89 100.0



Please rank the following groups of people in terms of who you think is most influential when en...-Business Leaders


Valid 1 10 11.2 18.9 18.9

2 9 10.1 17.0 35.8

3 10 11.2 18.9 54.7

4 7 7.9 13.2 67.9

5 12 13.5 22.6 90.6

6 5 5.6 9.4 100.0

Total 53 59.6 100.0


Total 89 100.0

Please rank the following groups of people in terms of who you think is most influential when en...-Politicians


Valid 1 7 7.9 13.0 13.0

2 8 9.0 14.8 27.8

3 9 10.1 16.7 44.4

4 10 11.2 18.5 63.0

5 5 5.6 9.3 72.2

6 15 16.9 27.8 100.0

Total 54 60.7 100.0


Total 89 100.0

Please rank the following groups of people in terms of who you think is most influential when en...-Actors


Valid 1 10 11.2 19.6 19.6

2 10 11.2 19.6 39.2

3 9 10.1 17.6 56.9

4 10 11.2 19.6 76.5

5 7 7.9 13.7 90.2

6 5 5.6 9.8 100.0

Total 51 57.3 100.0


Total 89 100.0

Please rank the following groups of people in terms of who you think is most influential when en...-Singers


Valid 1 4 4.5 7.3 7.3

2 9 10.1 16.4 23.6

3 15 16.9 27.3 50.9

4 7 7.9 12.7 63.6

5 16 18.0 29.1 92.7

6 4 4.5 7.3 100.0

Total 55 61.8 100.0


Total 89 100.0



Please rank the following groups of people in terms of who you think is most influential when en...-Reality TV Stars and Hosts


Valid 1 8 9.0 14.5 14.5

2 7 7.9 12.7 27.3

3 5 5.6 9.1 36.4

4 10 11.2 18.2 54.5

5 8 9.0 14.5 69.1

6 17 19.1 30.9 100.0

Total 55 61.8 100.0


Total 89 100.0

Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Health


Valid 1 15 16.9 28.8 28.8

2 7 7.9 13.5 42.3

3 10 11.2 19.2 61.5

4 7 7.9 13.5 75.0

5 6 6.7 11.5 86.5

6 7 7.9 13.5 100.0

Total 52 58.4 100.0


Total 89 100.0

Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Education


Valid 1 4 4.5 7.4 7.4

2 17 19.1 31.5 38.9

3 11 12.4 20.4 59.3

4 8 9.0 14.8 74.1

5 8 9.0 14.8 88.9

6 6 6.7 11.1 100.0

Total 54 60.7 100.0


Total 89 100.0



Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Animal rights


Valid 1 12 13.5 22.6 22.6

2 5 5.6 9.4 32.1

3 11 12.4 20.8 52.8

4 11 12.4 20.8 73.6

5 7 7.9 13.2 86.8

6 7 7.9 13.2 100.0

Total 53 59.6 100.0


Total 89 100.0

Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Environment


Valid 1 9 10.1 16.4 16.4

2 7 7.9 12.7 29.1

3 4 4.5 7.3 36.4

4 14 15.7 25.5 61.8

5 14 15.7 25.5 87.3

6 7 7.9 12.7 100.0

Total 55 61.8 100.0


Total 89 100.0

Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Arts, culture, and humanities


Valid 1 4 4.5 7.4 7.4

2 9 10.1 16.7 24.1

3 6 6.7 11.1 35.2

4 8 9.0 14.8 50.0

5 15 16.9 27.8 77.8

6 12 13.5 22.2 100.0

Total 54 60.7 100.0


Total 89 100.0

Please indicate which of the following types of causes you are more likely to purchase apparel fr...-International


Valid 1 10 11.2 18.2 18.2

2 9 10.1 16.4 34.5

3 9 10.1 16.4 50.9

4 7 7.9 12.7 63.6

5 4 4.5 7.3 70.9

6 16 18.0 29.1 100.0

Total 55 61.8 100.0 Missing System 34 38.2

Total 89 100.0



Please indicate your gender:


Valid Male 26 29.2 44.8 44.8

Female 32 36.0 55.2 100.0

Total 58 65.2 100.0


Total 89 100.0



Frequency Charts



Other Question Responses

2. Please select the following reasons as to why you have not purchased from a cause. Select all

that apply:

Other:

IM only 12

Have donated to causes in other ways

Didn't think to

Haven't come across anything

Not easily available or advertised

Not as easily available

11. In the last 6 months, how many times have you purchased a product and/or service after


Other:

YouTube

Instagram

TV Show, Friends

Instagram



Demographic/Geographical Data

Ages of Respondents

26.55357 Mean

22 Median

21 Mode



Cross-tabulations


Crosstabs

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent


have you purchased a product and/or service after seeing it...-Twitter * Please

order the following social media sites

according to the frequency in which you use them. ...-Twitter

76 85.4% 13 14.6% 89 100.0%

In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Twitter * Please order the following

social media sites according to the frequency in which you use them. ...-Twitter Crosstabulation



Please order the following social media sites

according to the frequency in which you use them. ...-Twitter

1 2


have you purchased a product and/or service after seeing it...-Twitter

.00 Count 2 13

% within Please order the following

social media sites according to the frequency in which you use them. ...-

Twitter 40.0% 92.9%

2 Count 1 1


social media sites according to the

frequency in which you use them. ...-Twitter 20.0% 7.1%

3 Count 1 0




5 Count 1 0




Twitter

20.0% 0.0%

Total Count 5 14



Twitter 100.0% 100.0%



In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Twitter * Please order the following

social media sites according to the frequency in which you use them. ...-Twitter Crosstabulation

Please order the following social media sites according to the frequency in which you use

them. ...-Twitter

3 4



service after seeing it...-Twitter

.00 Count 14 26

% within Please order the following social media sites according to the


Twitter 100.0% 100.0%

2 Count 0 0



Twitter 0.0% 0.0%

3 Count 0 0



Twitter 0.0% 0.0%

5 Count 0 0




Total Count 14 26



Twitter

100.0% 100.0%



In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Twitter * Please order the following social

media sites according to the frequency in which you use them. ...-Twitter Crosstabulation

Please order the following social media

sites according to the

frequency in which you use them. ...-Twitter

Total 5

In the last 6 months, how many times have you purchased a product and/or service

after seeing it...-Twitter

.00 Count 17 72

% within Please order the following social media sites according to the frequency in

which you use them. ...-Twitter

100.0% 94.7%

2 Count 0 2

% within Please order the following social

media sites according to the frequency in which you use them. ...-Twitter

0.0% 2.6%

3 Count 0 1



0.0% 1.3%

5 Count 0 1


media sites according to the frequency in which you use them. ...-Twitter

0.0% 1.3%

Total Count 17 76


media sites according to the frequency in


100.0% 100.0%

Chi-Square Tests



Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 38.467a 12 .000 Likelihood Ratio 19.132 12 .085

Linear-by-Linear Association 12.918 1 .000

N of Valid Cases 76

a. 16 cells (80.0%) have expected count less than 5. The minimum expected count is .07.

Crosstabs


Cases

Valid Missing Total


In the last 6 months, how many times have you purchased a product

and/or service after seeing it...-

Pinterest * Please order the following social media sites


you use them. ...-Pinterest

76 85.4% 13 14.6% 89 100.0%

In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Pinterest * Please order the

following social media sites according to the frequency in which you use them. ...-Pinterest Crosstabulation




according to the frequency in which you use them. ...-Pinterest

1 2



service after seeing it...-Pinterest

.00 Count 0 3



frequency in which you use them. ...-Pinterest

0.0% 50.0%

1 Count 0 0



Pinterest

0.0% 0.0%

2 Count 0 1




0.0% 16.7%

3 Count 1 2



Pinterest

100.0% 33.3%

4 Count 0 0




0.0% 0.0%

Total Count 1 6



Pinterest 100.0% 100.0%






according to the frequency in which you use

them. ...-Pinterest

3 4

In the last 6 months, how many times have you purchased a product and/or

service after seeing it...-Pinterest

.00 Count 10 16



Pinterest

83.3% 94.1%

1 Count 0 1



Pinterest

0.0% 5.9%

2 Count 0 0




Pinterest

0.0% 0.0%

3 Count 1 0



Pinterest

8.3% 0.0%

4 Count 1 0



8.3% 0.0%

Total Count 12 17



Pinterest

100.0% 100.0%





Please order the

following social media



Total 5


have you purchased a product and/or service after seeing it...-Pinterest

.00 Count 40 69




100.0% 90.8%

1 Count 0 1



Pinterest

0.0% 1.3%

2 Count 0 1




Pinterest

0.0% 1.3%

3 Count 0 4




0.0% 5.3%

4 Count 0 1



Pinterest

0.0% 1.3%

Total Count 40 76



Pinterest

100.0% 100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 52.196a 16 .000

Likelihood Ratio 29.545 16 .021


N of Valid Cases 76




Crosstabs


Cases

Valid Missing Total




service after seeing it...-Facebook * Please order the following social

media sites according to the frequency

in which you use them. ...-Facebook 76 85.4% 13 14.6% 89 100.0%

In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Facebook * Please order the

following social media sites according to the frequency in which you use them. ...-Facebook Crosstabulation



Please order the following social media sites according to the

frequency in which you use them. ...-Facebook

Total 1 2 3 4

In the last 6 months, how

many times have you purchased a product

and/or service after seeing

it...-Facebook

.00 Count 42 5 2 2 51

% within Please order the


sites according to the frequency in which you

use them. ...-Facebook

68.9% 55.6% 50.0% 100.0% 67.1%

1 Count 10 1 1 0 12

% within Please order the following social media



16.4% 11.1% 25.0% 0.0% 15.8%

2 Count 3 3 1 0 7




frequency in which you


4.9% 33.3% 25.0% 0.0% 9.2%

3 Count 2 0 0 0 2





3.3% 0.0% 0.0% 0.0% 2.6%

5 Count 1 0 0 0 1





1.6% 0.0% 0.0% 0.0% 1.3%

7 Count 1 0 0 0 1

% within Please order the following social media



1.6% 0.0% 0.0% 0.0% 1.3%

10 Count 1 0 0 0 1


following social media sites according to the



1.6% 0.0% 0.0% 0.0% 1.3%

12 Count 1 0 0 0 1

In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Facebook * Please order the




Please order the following social media sites according to the


Total 1 2 3 4

In the last 6 months, how

many times have you purchased a product

and/or service after seeing

it...-Facebook

12 % within Please order the




1.6% 0.0% 0.0% 0.0% 1.3%

Total Count 61 9 4 2 76





100.0% 100.0% 100.0% 100.0% 100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



Linear-by-Linear Association .318 1 .573

N of Valid Cases 76


Crosstabs


Cases

Valid Missing Total


If you saw someone promoting a brand on the following social media

sites, how likely or unlikely...-

Facebook * Please order the following social media sites


you use them. ...-Facebook

75 84.3% 14 15.7% 89 100.0%

If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Facebook * Please order the





sites according to the frequency in which

you use them. ...-Facebook

1 2



Facebook

Very Unlikely Count 5 0


social media sites according to the frequency in which you use

them. ...-Facebook

8.3% 0.0%

Unlikely Count 4 1


frequency in which you use

them. ...-Facebook

6.7% 11.1%

Neither Count 6 0




them. ...-Facebook

10.0% 0.0%

Likely Count 39 5



them. ...-Facebook

65.0% 55.6%

Very Likely Count 6 3



10.0% 33.3%

Total Count 60 9



them. ...-Facebook

100.0% 100.0%






sites according to the frequency in which you use them. ...-Facebook

3 4

If you saw someone promoting a

brand on the following social media sites, how likely or unlikely...-

Facebook





0.0% 100.0%

Unlikely Count 1 0



them. ...-Facebook

25.0% 0.0%

Neither Count 0 0




them. ...-Facebook

0.0% 0.0%

Likely Count 2 0




50.0% 0.0%




them. ...-Facebook

25.0% 0.0%

Total Count 4 2



them. ...-Facebook

100.0% 100.0%





Total

If you saw someone promoting a brand on the following social media sites, how likely or

unlikely...-Facebook

Very Unlikely Count 7


media sites according to the frequency in which you use them. ...-Facebook

9.3%

Unlikely Count 6



8.0%

Neither Count 6



8.0%

Likely Count 46


which you use them. ...-Facebook

61.3%

Very Likely Count 10



13.3%

Total Count 75


media sites according to the frequency in


100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)




N of Valid Cases 75


Crosstabs


Cases

Valid Missing Total




Youtube * Please order the following social media sites according to the


YouTube 74 83.1% 15 16.9% 89 100.0%



If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Youtube * Please order the

following social media sites according to the frequency in which you use them. ...-YouTube Crosstabulation


sites according to the frequency in which you use them. ...-YouTube

1 2



Youtube




frequency in which you use them. ...-YouTube

0.0% 10.5%

Unlikely Count 0 3



them. ...-YouTube

0.0% 15.8%

Neither Count 0 3



0.0% 15.8%

Likely Count 2 8



them. ...-YouTube

50.0% 42.1%




them. ...-YouTube

50.0% 15.8%

Total Count 4 19



them. ...-YouTube

100.0% 100.0%






sites according to the frequency in which

you use them. ...-YouTube

3 4



Youtube




them. ...-YouTube

14.8% 7.1%

Unlikely Count 3 6



them. ...-YouTube

11.1% 42.9%

Neither Count 11 5




them. ...-YouTube

40.7% 35.7%

Likely Count 8 2



them. ...-YouTube

29.6% 14.3%




3.7% 0.0%

Total Count 27 14



them. ...-YouTube

100.0% 100.0%





Please order the

following social

media sites according

to the frequency in which you use

them. ...-YouTube

Total 5



Youtube




YouTube

30.0% 13.5%

Unlikely Count 3 15



YouTube

30.0% 20.3%

Neither Count 1 20




10.0% 27.0%

Likely Count 1 21



YouTube

10.0% 28.4%





20.0% 10.8%

Total Count 10 74



YouTube

100.0% 100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)




N of Valid Cases 74





Crosstabs


Cases

Valid Missing Total


Which kind of apparel are you

more likely to purchase for a cause? (e.g. Marriage Equality,

A...-Bow tie * Where are you more

likely to purchase the previously mentioned apparel?

74 83.1% 15 16.9% 89 100.0%

Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Bow tie * Where are you more

likely to purchase the previously mentioned apparel? Crosstabulation

Where are you more likely to purchase the

previously mentioned apparel?

Online In Store

Which kind of apparel are you more likely to purchase for a

cause? (e.g. Marriage Equality,

A...-Bow tie


% within Where are you more

likely to purchase the previously mentioned apparel?

25.0% 76.2%

Unlikely Count 8 2

% within Where are you more likely to purchase the previously

mentioned apparel?

50.0% 9.5%

Undecided Count 1 1


mentioned apparel?

6.3% 4.8%

Likely Count 3 2


mentioned apparel?

18.8% 9.5%

Total Count 16 21

% within Where are you more

likely to purchase the previously

mentioned apparel?

100.0% 100.0%



Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Bow tie * Where are you more

likely to purchase the previously mentioned apparel? Crosstabulation

Where are you more

likely to purchase the previously mentioned

apparel?

Total Fundraising Event

Which kind of apparel are you more likely to purchase for a cause? (e.g.

Marriage Equality, A...-Bow tie


% within Where are you more likely

to purchase the previously mentioned apparel?

56.8% 55.4%

Unlikely Count 9 19



24.3% 25.7%

Undecided Count 4 6


to purchase the previously mentioned

apparel?

10.8% 8.1%

Likely Count 3 8



8.1% 10.8%

Total Count 37 74

% within Where are you more likely to purchase the previously mentioned

apparel?

100.0% 100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


Likelihood Ratio 12.350 6 .055 Linear-by-Linear Association 1.551 1 .213

N of Valid Cases 74

a. 7 cells (58.3%) have expected count less than 5. The minimum expected count is 1.30.

Crosstabs


Cases

Valid Missing Total


Do you go to Philanthropic/Fundraising events? *

On a scale from 1 to 10, please

indicate your likeliness to go out of your way to purchase from a...-

62 69.7% 27 30.3% 89 100.0%



Do you go to Philanthropic/Fundraising events? * On a scale from 1 to 10, please indicate your likeliness to go out of your way

to purchase from a...- Crosstabulation

On a scale from 1 to 10, please indicate your

likeliness to go out of your way to purchase from a...-

.00 1 2

Do you go to

Philanthropic/Fundraising events?

Yes Count 1 0 1

% within On a scale from 1 to 10,

please indicate your likeliness to go

out of your way to purchase from a...-

100.0% 0.0% 100.0%

No Count 0 1 0


please indicate your likeliness to go out of your way to purchase from

a...-

0.0% 100.0% 0.0%

Total Count 1 1 1




100.0% 100.0% 100.0%

Do you go to Philanthropic/Fundraising events? * On a scale from 1 to 10, please indicate your likeliness to go out of your way to

purchase from a...- Crosstabulation



3 4 5

Do you go to


Yes Count 5 3 6




62.5% 75.0% 66.7%

No Count 3 1 3




37.5% 25.0% 33.3%

Total Count 8 4 9


please indicate your likeliness to go out of your way to purchase from a...-

100.0% 100.0% 100.0%




likeliness to go out of your way to purchase

from a...-

6 7 8

Do you go to


Yes Count 7 7 8

% within On a scale from 1 to 10, please indicate your likeliness to go


87.5% 63.6% 57.1%

No Count 1 4 6




12.5% 36.4% 42.9%

Total Count 8 11 14




100.0% 100.0% 100.0%







9 10

Do you go to


Yes Count 3 2 43




100.0% 100.0% 69.4%

No Count 0 0 19




0.0% 0.0% 30.6%

Total Count 3 2 62



100.0% 100.0% 100.0%

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)



N of Valid Cases 62


Crosstabs


Cases

Valid Missing Total



following types of causes you are

more likely to purchase apparel fr...-Animal rights * Please indicate

your gender:

53 59.6% 36 40.4% 89 100.0%



Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Animal rights * Please indicate your

gender: Crosstabulation


Total Male Female

Please indicate which of the following types of causes you are

more likely to purchase apparel

fr...-Animal rights

1 Count 1 11 12

% within Please indicate your

gender: 4.2% 37.9% 22.6%

2 Count 0 5 5


gender: 0.0% 17.2% 9.4%

3 Count 5 6 11

% within Please indicate your gender:

20.8% 20.7% 20.8%

4 Count 6 5 11


gender: 25.0% 17.2% 20.8%

5 Count 7 0 7


gender: 29.2% 0.0% 13.2%

6 Count 5 2 7


20.8% 6.9% 13.2%

Total Count 24 29 53


100.0% 100.0% 100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)




N of Valid Cases 53





Crosstabs


Cases

Valid Missing Total


Have you purchased products related to a cause within the last

year? (e.g. Livestrong bracelet, b...

* Do you go to Philanthropic/Fundraising events?

79 88.8% 10 11.2% 89 100.0%

Have you purchased products related to a cause within the last year? (e.g. Livestrong bracelet, b... * Do

you go to Philanthropic/Fundraising events? Crosstabulation Count

Do you go to Philanthropic/Fundraising

events?

Total Yes No

Have you purchased products

related to a cause within the last


Yes 33 11 44

No 17 18 35

Total 50 29 79

Chi-Square Tests


sided) Exact Sig. (2-sided) Exact Sig. (1-sided)


Continuity Correctionb 4.778 1 .029

Likelihood Ratio 5.890 1 .015 Fisher's Exact Test .020 .014


N of Valid Cases 79

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 12.85. b. Computed only for a 2x2 table

Crosstabs Case Processing Summary

Cases

Valid Missing Total




* On a scale from 1 to 10, please indicate your likeliness to go out of

your way to purchase from a...-

63 70.8% 26 29.2% 89 100.0%

Have you purchased products related to a cause within the last year? (e.g. Livestrong bracelet, b... * On a scale from 1 to 10, please

indicate your likeliness to go out of your way to purchase from a...- Crosstabulation Count

On a scale from 1 to 10, please indicate your likeliness to go out of your way to purchase

from a...-

.00 1 2 3 4 5


related to a cause within the last year? (e.g. Livestrong bracelet, b...

Yes 1 0 0 4 2 3

No 0 1 1 4 2 6

Total 1 1 1 8 4 9






6 7 8 9 10


related to a cause within the last year? (e.g. Livestrong bracelet, b...

Yes 7 8 10 2 2 39

No 1 3 4 1 1 24

Total 8 11 14 3 3 63

Crosstabs


Cases

Valid Missing Total



related to a cause within the last


* On a scale from 1 to 10, please indicate your likeliness to go out of


63 70.8% 26 29.2% 89 100.0%




from a...-

.00 1 2 3 4 5



Yes 1 0 0 4 2 3

No 0 1 1 4 2 6

Total 1 1 1 8 4 9




from a...-

6 7 8 9 10



Yes 7 8 10 2 2 39

No 1 3 4 1 1 24

Total 8 11 14 3 3 63

Chi-Square Tests


sided)



N of Valid Cases 63




Crosstabs


Cases

Valid Missing Total


Please select the following reasons

as to why you have not purchased from a cause. Select all tha...-

Inconvenient * On a scale from 1 to

10, please indicate your likeliness to go out of your way to purchase

from a...-

63 70.8% 26 29.2% 89 100.0%

Please select the following reasons as to why you have not purchased from a cause. Select all tha...-Inconvenient * On a scale from 1 to

10, please indicate your likeliness to go out of your way to purchase from a...- Crosstabulation Count


.00 1 2 3 4 5


as to why you have not purchased from a cause. Select all tha...-

Inconvenient

Yes 0 0 1 1 0 1

No 1 1 0 7 4 8

Total 1 1 1 8 4 9

Please select the following reasons as to why you have not purchased from a cause. Select all tha...-Inconvenient * On a scale from 1 to

10, please indicate your likeliness to go out of your way to purchase from a...- Crosstabulation Count


from a...-

6 7 8 9 10


as to why you have not purchased

from a cause. Select all tha...-Inconvenient

Yes 1 1 0 0 0 5

No 7 10 14 3 3 58

Total 8 11 14 3 3 63

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



Linear-by-Linear Association 2.284 1 .131 N of Valid Cases 63




Crosstabs


Cases

Valid Missing Total



following types of causes you are more likely to purchase apparel

fr...-Health * Do you go to


52 58.4% 37 41.6% 89 100.0%



more likely to purchase apparel fr...-Education * Do you go to


54 60.7% 35 39.3% 89 100.0%


more likely to purchase apparel

fr...-Animal rights * Do you go to


53 59.6% 36 40.4% 89 100.0%



fr...-Environment * Do you go to


55 61.8% 34 38.2% 89 100.0%



fr...-Arts, culture, and humanities *


54 60.7% 35 39.3% 89 100.0%



fr...-International * Do you go to


55 61.8% 34 38.2% 89 100.0%

Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Health * Do you go to


Crosstab Count


Total Yes No


following types of causes you are more likely to purchase apparel fr...-

Health

1 7 8 15

2 5 2 7

3 6 4 10

4 6 1 7

5 5 1 6

6 4 3 7 Total 33 19 52

Chi-Square Tests


sided)



N of Valid Cases 52




Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Education * Do you go to


Crosstab Count


events?

Total Yes No



more likely to purchase apparel fr...-Education

1 2 2 4

2 11 6 17

3 8 3 11

4 5 3 8

5 5 3 8

6 4 2 6

Total 35 19 54

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square .734a 5 .981

Likelihood Ratio .728 5 .981 Linear-by-Linear Association .034 1 .854

N of Valid Cases 54


Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Animal rights * Do you go to


Crosstab Count


events?

Total Yes No



more likely to purchase apparel fr...-Animal rights

1 8 4 12

2 3 2 5

3 6 5 11

4 6 5 11

5 6 1 7

6 4 3 7

Total 33 20 53

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


Likelihood Ratio 2.627 5 .757 Linear-by-Linear Association .005 1 .945

N of Valid Cases 53




Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Environment * Do you go to


Crosstab Count


events?

Total Yes No



more likely to purchase apparel fr...-Environment

1 6 3 9

2 5 2 7

3 2 2 4

4 8 6 14

5 8 6 14

6 7 0 7

Total 36 19 55

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


Likelihood Ratio 7.284 5 .200 Linear-by-Linear Association .284 1 .594

N of Valid Cases 55


Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Arts, culture, and humanities * Do you

go to Philanthropic/Fundraising events?

Crosstab Count


events?

Total Yes No


more likely to purchase apparel fr...-

Arts, culture, and humanities

1 3 1 4

2 5 4 9

3 4 2 6

4 7 1 8

5 9 6 15

6 7 5 12

Total 35 19 54

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



Linear-by-Linear Association .116 1 .734 N of Valid Cases 54




Please indicate which of the following types of causes you are more likely to purchase apparel fr...-International * Do you go to


Crosstab Count


events?

Total Yes No



more likely to purchase apparel fr...-International

1 8 2 10

2 6 3 9

3 6 3 9

4 3 4 7

5 2 2 4

6 9 7 16

Total 34 21 55

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



N of Valid Cases 55





Crosstab



4.00 5.00 6.00


on average how far do you/are you

willing to travel from you...

17 Count 1 1 1



out of your way to purchase from a...- 33.3% 16.7% 14.3%

18 Count 0 4 4




19 Count 0 1 0



0.0% 16.7% 0.0%

20 Count 0 0 0



0.0% 0.0% 0.0%

21 Count 2 0 2




Total Count 3 6 7






Crosstab


likeliness to go out of your way to purchase from

a...-

7.00 8.00 9.00


on average how far do you/are you

willing to travel from you...

17 Count 1 1 0




18 Count 4 3 0



57.1% 37.5% 0.0%

19 Count 0 3 2




0.0% 37.5% 66.7%

20 Count 1 1 1



14.3% 12.5% 33.3%

21 Count 1 0 0



14.3% 0.0% 0.0%

Total Count 7 8 3



100.0% 100.0% 100.0%



Crosstab


indicate your

likeliness to go out of your way

to purchase from

a...-

Total 10.00

When you go to philanthropic events, on

average how far do you/are you willing to

travel from you...

17 Count 0 6

% within On a scale from 1 to 10, please


0.0% 14.0%

18 Count 2 19

% within On a scale from 1 to 10, please indicate your likeliness to go out of your

way to purchase from a...- 100.0% 44.2%

19 Count 0 7


indicate your likeliness to go out of your

way to purchase from a...- 0.0% 16.3%

20 Count 0 3


indicate your likeliness to go out of your

way to purchase from a...-

0.0% 7.0%

21 Count 0 8

% within On a scale from 1 to 10, please indicate your likeliness to go out of your

way to purchase from a...-

0.0% 18.6%

Total Count 2 43



100.0% 100.0%

Chi-Square Tests


sided)



N of Valid Cases 43





Cases

Valid Missing Total



indicate your likeliness to go out of

your way to purchase from a...- * Please indicate your gender:

51 57.3% 38 42.7% 89 100.0%

Do you go to

Philanthropic/Fundraising events? * Please indicate your gender:

58 65.2% 31 34.8% 89 100.0%

When you go to philanthropic

events, on average how far do you/are you willing to travel from

you... * Please indicate your

gender:

36 40.4% 53 59.6% 89 100.0%

On a scale from 1 to 10, please indicate your likeliness to go out of your way to purchase from a...- * Please indicate your gender:

Crosstab


Total Man Woman


indicate your likeliness to go out of


2.00 Count 1 0 1


4.3% 0.0% 2.0%

3.00 Count 3 3 6


13.0% 10.7% 11.8%

4.00 Count 2 1 3


gender: 8.7% 3.6% 5.9%

5.00 Count 2 7 9


gender: 8.7% 25.0% 17.6%

6.00 Count 4 3 7


gender: 17.4% 10.7% 13.7%

7.00 Count 4 4 8


gender: 17.4% 14.3% 15.7%

8.00 Count 6 7 13


gender: 26.1% 25.0% 25.5%

9.00 Count 1 2 3


4.3% 7.1% 5.9%

10.00 Count 0 1 1


gender: 0.0% 3.6% 2.0%



gender: 100.0% 100.0% 100.0%

Chi-Square Tests


sided)



N of Valid Cases 51




Do you go to Philanthropic/Fundraising events? * Please indicate your gender:

Crosstab


Total Man Woman


Yes Count 15 21 36


gender: 57.7% 65.6% 62.1%

No Count 11 11 22


gender: 42.3% 34.4% 37.9%



gender: 100.0% 100.0% 100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided) Exact Sig. (2-sided) Exact Sig. (1-sided)

Pearson Chi-Square .383a 1 .536

Continuity Correctionb .120 1 .728 Likelihood Ratio .383 1 .536

Fisher's Exact Test .594 .364


N of Valid Cases 58

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 9.86. b. Computed only for a 2x2 table

When you go to philanthropic events, on average how far do you/are you willing to travel from you... * Please indicate your gender

Crosstab


Total Man Woman


events, on average how far do

you/are you willing to travel from you...

17 Count 1 2 3


6.7% 9.5% 8.3%

18 Count 5 10 15


gender: 33.3% 47.6% 41.7%

19 Count 3 4 7


gender: 20.0% 19.0% 19.4%

20 Count 1 2 3


6.7% 9.5% 8.3%

21 Count 5 3 8


gender: 33.3% 14.3% 22.2%



gender: 100.0% 100.0% 100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



N of Valid Cases 36





Cases

Valid Missing Total


Do you go to

Philanthropic/Fundraising events? *

On a scale from 1 to 10, please indicate your likeliness to go out of


62 69.7% 27 30.3% 89 100.0%


events, on average how far do you/are you willing to travel from

you... * On a scale from 1 to 10,


a...-

43 48.3% 46 51.7% 89 100.0%


purchase from a...

Crosstab


from a...-

.00 1.00 2.00


Yes Count 1 0 1


out of your way to purchase from

a...-

100.0% 0.0% 100.0%

No Count 0 1 0




0.0% 100.0% 0.0%

Total Count 1 1 1




a...-

100.0% 100.0% 100.0%

Crosstab



3.00 4.00 5.00

Do you go to


Yes Count 5 3 6




62.5% 75.0% 66.7%

No Count 3 1 3




37.5% 25.0% 33.3%

Total Count 8 4 9



100.0% 100.0% 100.0%



Crosstab


likeliness to go out of your way to purchase

from a...-

6.00 7.00 8.00

Do you go to


Yes Count 7 7 8



87.5% 63.6% 57.1%

No Count 1 4 6



12.5% 36.4% 42.9%

Total Count 8 11 14




100.0% 100.0% 100.0%

Crosstab



9.00 10.00

Do you go to


Yes Count 3 2 43



100.0% 100.0% 69.4%

No Count 0 0 19



0.0% 0.0% 30.6%

Total Count 3 2 62



100.0% 100.0% 100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)




N of Valid Cases 62




When you go to philanthropic events, on average how far do you/are you willing to travel from you... * On a scale from 1 to 10, please


Crosstab


from a...-

.00 2.00 3.00

When you go to philanthropic events, on average how far do

you/are you willing to travel from

you...

17 Count 0 0 1



a...-

0.0% 0.0% 20.0%

18 Count 1 0 1



a...-

100.0% 0.0% 20.0%

19 Count 0 0 1




0.0% 0.0% 20.0%

20 Count 0 0 0



a...-

0.0% 0.0% 0.0%

21 Count 0 1 2




0.0% 100.0% 40.0%

Total Count 1 1 5



a...-

100.0% 100.0% 100.0%




Crosstabs


Cases

Valid Missing Total


Please rank the following groups of people in terms of who you think is

most influential when en...-Reality

TV Stars and Hosts * Please watch this short video. To what extent

do you agree with the following

statements? T...-to learn more about BowTie Cause

54 60.7% 35 39.3% 89 100.0%



Please rank the following groups of people in terms of who you think is most influential when en...-Reality TV Stars and Hosts *


Crosstabulation


Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree


people in terms of who

you think is most influential when en...-

Reality TV Stars and

Hosts

1 Count 0 1 1 3 2

% within Please watch this short video. To

what extent do you agree

with the following statements? T...-to learn

more about BowTie

Cause

0.0% 33.3% 12.5% 9.1% 25.0%

2 Count 0 0 0 7 0




more about BowTie

Cause

0.0% 0.0% 0.0% 21.2% 0.0%

3 Count 0 0 0 2 3



with the following

statements? T...-to learn

more about BowTie

Cause

0.0% 0.0% 0.0% 6.1% 37.5%

4 Count 2 1 1 4 2




more about BowTie

Cause

100.0% 33.3% 12.5% 12.1% 25.0%

5 Count 0 1 4 3 0




more about BowTie

Cause

0.0% 33.3% 50.0% 9.1% 0.0%

6 Count 0 0 2 14 1



Please rank the following groups of people in terms of who you think is most influential when en...-Reality TV Stars and Hosts * Please

watch this short video. To what extent do you agree with the following statements? T...-to learn more about BowTie Cause

Crosstabulation

Total

Please rank the following groups of people in

terms of who you think is most influential when

en...-Reality TV Stars and Hosts

1 Count 7

% within Please watch this short video. To what extent do you agree with the following


13.0%

2 Count 7



13.0%

3 Count 5



9.3%

4 Count 10


what extent do you agree with the following


18.5%

5 Count 8




14.8%

6 Count 17



Crosstabulation

Please watch this short video. To what extent do you agree with the

following statements? T...-to learn more about BowTie Cause

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Please rank the

following groups of

people in terms of who you think is most

influential when en...-

Reality TV Stars and Hosts

6 % within Please watch

this short video. To


statements? T...-to learn

more about BowTie Cause

0.0% 0.0% 25.0% 42.4% 12.5%





more about BowTie

Cause

100.0% 100.0% 100.0% 100.0% 100.0%





Crosstabulation

Total



en...-Reality TV Stars and Hosts

6 % within Please watch this short video. To



31.5%

Total Count 54


what extent do you agree with the following statements? T...-to learn more about BowTie Cause

100.0%

Chi-Square Tests


sided)




N of Valid Cases 54


Crosstabs


Cases

Valid Missing Total


Please rank the following groups of people in terms of who you think is

most influential when en...-Althetes

* Please watch this short video. To what extent do you agree with

the following statements? T...-to

become more open to the idea of

wearing a bow tie

50 56.2% 39 43.8% 89 100.0%



Please rank the following groups of people in terms of who you think is most influential when en...-Althetes * Please watch this short

video. To what extent do you agree with the following statements? T...-to become more open to the idea of wearing a bow tie

Crosstabulation

Please watch this short video. To what extent do you agree with the following statements? T...-to become more open to the idea of wearing a bow

tie

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Please rank the

following groups of

people in terms of who you think is most

influential when en...-

Althetes

1 Count 1 1 4 5 1



with the following statements? T...-to

become more open to the

idea of wearing a bow tie

12.5% 11.1% 25.0% 38.5% 25.0%

2 Count 2 2 6 2 1

% within Please watch



statements? T...-to

become more open to the idea of wearing a bow tie

25.0% 22.2% 37.5% 15.4% 25.0%

3 Count 2 3 0 1 0






25.0% 33.3% 0.0% 7.7% 0.0%

4 Count 0 1 4 0 2




statements? T...-to

become more open to the idea of wearing a bow tie

0.0% 11.1% 25.0% 0.0% 50.0%

5 Count 2 1 2 1 0


this short video. To what extent do you agree

with the following

statements? T...-to become more open to the


25.0% 11.1% 12.5% 7.7% 0.0%

6 Count 1 1 0 4 0





Crosstabulation

Total



en...-Althetes

1 Count 12


statements? T...-to become more open to the idea

of wearing a bow tie

24.0%

2 Count 13



statements? T...-to become more open to the idea of wearing a bow tie

26.0%

3 Count 6




12.0%

4 Count 7




14.0%

5 Count 6


what extent do you agree with the following statements? T...-to become more open to the idea


12.0%

6 Count 6



Crosstabulation

Please watch this short video. To what extent do you agree with the

following statements? T...-to become more open to the idea of wearing a bow tie

Strongly Disagree Disagree

Neither Agree nor Disagree Agree

Strongly Agree


people in terms of who

you think is most influential when en...-

Althetes






12.5% 11.1% 0.0% 30.8% 0.0%



this short video. To what extent do you agree

with the following

statements? T...-to



100.0% 100.0% 100.0% 100.0% 100.0%





Crosstabulation

Total



en...-Althetes




12.0%

Total Count 50




100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)




N of Valid Cases 50




In-depth Interviews

Ryan Milord Interview with Beth:

Ryan: Are you involved in any philanthropic organizations? (i.e. Marriage Equality,

ALS Association, Stand up to Cancer)

Beth: Yes. I am part of Hinsdale Garden Club. They raise a scholarship fund for the high school

– an environment scholarship fund and they raise money for that. They raise money for various

children’s charities. We just did Mercy Children’s Home in Chicago and donated items for them

and raised money by selling Amaryllis and Poinsettia plants for them. I wish I was more

involved!

Ryan: What do you think cause-related marketing is?

Beth: I think cause related marketing is directed to companies and organizations who want to

raise - private and public companies – who want to raise money for a cause.

Ryan: How do you view corporations and non-profit organizations that participate in cause-

related marketing campaigns?

Beth: I think it’s a positive thing, but I do always question where the money goes. When it’s a

big company, I question and wonder if the motivation is right and if they’re really raising money

or if they’re taking a cut off the top. Especially like the whole breast cancer thing, you now?

When it’s that “five hour” stuff that keeps you awake at night and they make it pink so you buy

it. That just seems so strange to me. Its like, “If we just make something pink, people buy it.”

And it just seems like the motivation is wrong. Whereas, for a not-for-profit organization, it

seems that their intentions are more genuine and that I don’t question them as much. Hopefully,

they don’t take a cut off the top. Like, “we’ll take 99% and donate 1%.”

Ryan: Which social media outlets influence your apparel purchase decisions the most?

Beth: For apparel, I would say television just because of the TV commercials. But if that is not a

really good example of social media, I would say none. I don’t really use Twitter or anything.

The only one I’m on is Facebook. But, I’m rarely on it and I don’t use it for shopping or anything

like that. I do follow companies on Facebook, though. I follow gluten-free pages that are very

informative and sometimes influence my buying habits. It provides suggestions or recipes or

things like that.

Ryan: What kind of cause related products do you purchase the most? (i.e. health

related, religious, political, etc.)

Beth: Oh, that’s easy. Health related.

Ryan: How often do causes influence your purchasing decisions?



Beth: I would say around 20% to 25% of the time. I mean if I’m at the store and they ask me to

give a dollar, I do it.

Ryan: How much more likely are you to purchase a product that is affiliated with a cause that

you support versus one with no affiliation to any causes?

Beth: When brands tend to donate to causes, it doesn’t really influence me. But, if I had a

choice, I would choose the one with the cause because – especially if it is a cause that I believe

in – it would just be the right thing to do. But, like I said earlier, you wonder how much that

company is actually helping the cause.

Ryan: What do you believe motivates a cause-related brand?

Beth: Raising money - money for the cause. Also, wanting to make a change for whatever their

doing for the betterment of society. So, it’s not just money. Hopefully, the genuine reason behind

it is to make the world a better place.

Ryan: Is there anything else you would like to add about why you do or do not purchase

products related to causes?

Beth: Well, here’s an example. Sometimes you’ll have a college kid come up with his clipboard

and say that he’s raising money for college and he wants to know if he can come paint your

house or sell something to me. It will be an independent, small thing like that, but there’s some

big-brother guy in a white van, you know, who’s driving them around. Those things really put a

bad spin on cause-related campaigns because there’s so many of them out there. There are so

many scams on the Internet. So, I think people are a lot more savvy now about where they’re

putting their money and companies that are not-for-profit and bigger companies know that so

they have to make it very appealing and market it in a way that really spells things out for the

consumer so that they don’t feel that they’re being ripped off.



Sami Martini Interview with Rich

Sami: Are you involved with any philanthropic organizations? Like anything like marriage

equality, Livestrong? Breast cancer?

Rich: Unfortunately I’m not involved directly with any philanthropic organization but I am

involved with AMSA, the American medical student association. From time to time they host a

marathon, and they collect for cancer and aids.

Sami: Are there any particular reasons why you are not involved in these kinds of organizations?

Rich: I just don’t have enough time for that many extra curriculars. School stuff dominates my

schedule.

Sami: Does that organization sell any sort of apparel like shirts and stuff?

Rich: Yes, they do.

Sami: What do you think cause-marketing means?

Rich: When an organization or a restaurant, for example, or any commercial company tries to

advance its product while conveying the idea that the money goes for a good cause.

Sami: Can you think of a cause related marketing effort?

Rich: For example when Potbelly’s opened here, the proceeds from the first day of opening went

to a school organization, I think it was a global brigade in Africa.

Sami: Do you think that kind of stuff works? Would it convince you?

Rich: To a degree.

Sami: Could you possibly elaborate on that?

Rich: I mean, it’s helpful. You can’t deny it. Still, it’s also a commercial reason, its not purely

philanthropic.

Sami: Would you say that belief is commonly held amongst your peers?

Rich: Yes, I think a lot of people think its just kind of a marketing thing.

Sami: How do you view organizations who engage in cause related marketing campaigns?

Rich: I think from a business perspective it think it’s a beneficial, but it’s not exactly ethical.

Sami: What do you mean when you say it’s not exactly ethical?



Rich: I’m not saying it’s unethical I’m just saying it’s mostly a business thing. It’s not ethical or

unethical.

Sami: Do you use social media?

Rich: Oh yeah I’m always on Facebook.

Sami: So what social media outlets influence your apparel purchase decisions? Do you feel that

Facebook influences that?

Rich: Personally, not too much. For other people, it may influence them a lot. My sisters are

influenced a lot but not me.

Sami: Could you elaborate, how do you think your sisters are affected by Facebook apparel

marketing?

Rich: I think they see different styles and different things being worn of social media and they

decide to purchase it.

Sami: What kind of cause related products do you purchase the most? It could be anything

related to a cause.

Rich: I definitely do sometimes. For example there’s an on campus organization called the MSA

(Muslim student association), and I always buy their t-shirts to support their organization.

Sami: Do you only buy t-shirts for an organization that you’re a member of, or that you’re

associated with?

Rich: No, I just buy things when I think it will help something I support. It doesn’t matter

whether I’m involved in the organization or not.

Sami: Tell me more about the MSA. Are they the student organization that you are involved

most in? How would you say you are involved in them?

Rich: I go to their on campus events, speaker events, etc. I go maybe twice or three times a

month.

Sami: And the MSA is a religious organization, right? What do they do?

Rich: They promote relations between Muslims on campus, and they help them get together

basically and they bring in speakers and hold several events promoting faith-based ideas.

Sami: So are most MSA members Muslim?

Rich: the organization itself is all Muslim, yes.



Rich: So when they sell shirts do the proceeds all go to the MSA or do they fundraise for other

causes?

Rich: Sometimes they go to the MSA sometimes the MSA supports a cause and fundraises for it.

For example they once fundraised to build wells in Africa (through an organization).

Rich: Was that a successful initiative?

Rich: Yes, it was, if I remember correctly they funded all of it successfully.

Rich: So did people participate more for this cause?

Rich: Yes, I found that when the MSA advocates for a specific cause where everyone knows

where the proceeds are going, they usually can sell more t-shirts related to those causes. They’re

more successful events.

Sami: Do you only have a Facebook account?

Rich: I do have a twitter account, but I hardly ever use it.

Sami: Would you say you’re more likely to buy a product that is affiliated with a cause that you

support, versus a product that is unaffiliated with a product? Is that something you factor in?

Rich: I don’t think its something I factor in very often or think about, however if I knew for a

fact that something would go to a cause I support I would choose that product amongst its

competitors.

Sami: going back to the wells…why do you think that was so successful?

Rich: I think it plays into the emotions of people. People feel good about when they help others,

and if they know they can just purchase a t-shirt and help then I think they would be glad to do it.

Sami: Do you factor in how much money goes to the cause as part of your decision?

Rich: Oh yeah, definitely. If I see an organization that is clear in its dealings and that gives as

much money as it can to the cause it supports, then I’m much more likely to buy it. The problem

with organizations these days is that you can’t trust all of them. You don’t know how much of

the proceeds go to the true cause sometimes. There’s been a lot of instances where an

organization will paint a more dire situation than there really is to benefit out of it. Many

organizations donate most of the proceeds to their members.

Sami: Do you know an example of that kind of organizational fraud?

Rich: I don’t know if you remember the KONY 2012 situation, but that’s what comes to my

mind when I think about that kind of stuff.



Sami: Are you less likely to trust organizations that advertise causes?

Rich: Not necessarily, no, I like to give them the benefit of the doubt. I can’t really say I would

trust an organization more or less if they employ cause related marketing.

Sami: Is there anything else you would like to add about why you do or do not purchase


Rich: I think if it’s a good product with a good cause, I’ll buy it. At the end of the day it’s more

about the product itself, not about the cause.

Sami: So do you think that no cause can make a product, but a product can make a cause?

Rich: Yes, I would agree with that statement.

Sami: Would you buy an unappealing cause t-shirt?

Rich: No, it should still look good.

Sami: Would you say cause-related marketing influences your purchasing behavior?

Rich: I agree that it does, but only sometimes. It depends a lot on the product itself. If its not a

good product, I’m not going to buy it. Another thing to consider is affordability and convenience.

I also care a lot about the trustworthiness of the organization itself. I’d like to see the history of

the organization itself.

Sami: Do you think social media influences your purchase decisions?

Rich: To a degree. It mostly influences me in terms of food (restaurants and stuff). It does not

really affect my clothes purchases.



Monica Khosa Interview with Guadalupe

Monica: OK so my first question is: Are you involved in any philanthropic organizations?

Something like for marriage equality, ALS Association, Standing up to Cancer or breast cancer

awareness - anything like that?

Guadalupe: Not like officially part of but I do support like philanthropic charities, but I also

work for In Advancement for Loyola. So I work for the annual living team and work with the

student philanthropy group at Loyola so like a student group. I did donate to the ALS thing but I

think that was because of the ice bucket challenge and social media pressure and stuff. But, yeah,

I do consider myself a philanthropic person and I celebrated Giving Tuesday and yeah.

Monica: What do you think Cause-related marketing is?

Guadalupe: I think it’s raising awareness for the cause by different means. It could be through

social media or like advertising or sponsorships and stuff. Pretty much creating awareness for

your cause.

Monica: How do you view corporations and non-profit organizations that participate in cause-


Guadalupe: I think its good - especially if it’s for a good cause. And I think that nonprofits need

to have corporations invest in them because for them it is really hard to make a profit. And like I

work like I said in Loyola Development and since it is a private institution we do get all of our

donations privately. So, we’re not state funded or anything like that. So, a lot of corporations

fund Loyola and I like didn’t even know that before. Its nice to know that corporations invest in

causes cause without support from corporations it is hard to make a profit.

Monica: so like for bigger corporations if they supported something more philanthropic would

your view on them be more positive after you had found that out.

Guadalupe: Definitely. I think philanthropy in a corporation is really important because it shows

that they are willing to give back and they’re not all just for profit cause some corporations are

just for solely for profit.

Monica: Which social-media outlets influence your apparel purchasing decisions the most?

Guadalupe: I would probably say Twitter and Instagram. Facebook not so much just because it

is really saturated with advertising and stuff. And I tend to follow Twitter more for like facts and

news and like cause related things rather than Facebook. I feel like a lot of things posted on

Facebook are false. I don’t know why but it seems like Twitter is more trustworthy because you

have the verification.

Monica: So if you saw an ad on Twitter you would be more likely to buy something from that?

Guadalupe: Yeah I would.



Monica: What kind of cause-related products do you purchase the most? Health-

related/religious/political/something for children/pets

Guadalupe: I would say something for the greater good kind of like the world. So like world

hunger, no water, that kind of thing. And also for medicine like breast cancer.

Monica (follow-up): So those bigger world issues?

Guadalupe: Yeah

Monica: And what would you say would be the second most important?

Guadalupe: Probably affinity based. So things I’m interested in. I don’t know what that would

be at this time. But something like dancing. I would probably support the Joffrey Ballet or like a

cause that was like personal. I would support children's cancer cause one of my friends little

brother had leukemia. So like stuff that I have a personal affinity towards rather than something

than something that is unrelated to myself in any way.

Monica: How often do causes influence your purchasing decisions?

Julia: I would say it influences it but not to a point where I would rather make a purchase for a

cause. So if its like I’m already thinking of buying something and I’m on the fence and if it did

support something I would be like Oh yeah definitely I’d do that.

Monica: So it’s more of a second thought?

Yeah its not a - I’m gonna seek out a purchasing opportunity because it supports a cause. It’s

more like ohhh ok yeah. Like if I see an ad and its like 20 percent of something I’m already

going to buy or something I was inclined to buy is supporting this cause like the proceeds go to

charity it would finalize my decision but its not something I would seek out.

Monica: how much more likely are you to purchase a product that is affiliated with a cause you

support versus one with no affiliation?

Julia: Yeah I feel like I’ve already answered that.

Monica: What do you believe motivates a cause-related brand?

Julia: Umm

Monica: Do you think they truly care about the cause?

Julia: I think its foundation cares about the cause but the people behind it might not necessarily.

But I think for the greater good of the company and the cause they probably believe in it and do

it because somewhere someone had to start that particular organization because they strongly



believed in it. So I think it only makes sense that they do it because they believe in it not to make

a profit.

Monica: What about those bigger corporations like Coca Cola that have a campaign saying that

they do philanthropy, do you think that they truly care about the cause or do you just think that

its marketing?

Julia: I think its marketing. I’m sure that in some cases it would be related cause like what if the

top executive has a wife that’s battling ALS right so he would be more inclined to support that.

But I think the majority of the corporations we’re supporting breast cancer because its an

important thing and it will make us look good for doing it and breast cancer is getting a benefit

from it. It’s more of a partnership rather than a true belief in the cause. But, I’m sure there are

those off-cases but its mostly marketing.

Monica: Is there anything else you would like to add about why you do or do not purchase


Julia: I think at this point, like I’ve said I think I am philanthropic like I really don't have that

much to give to different charities because I don’t make enough to do that. But I do try to give a

little bit at least like I said I’d more inclined to support more causes when purchasing something

when its an added bonus. Like I was in the pet store the other day and I donated an extra $5 with

my purchase to go to a homeless animal shelter but I think I’d be more inclined to support more

causes when I do make more money.

Monica: So right now you would rather donate money rather than buy a product?

Julia: Probably yeah unless it’s something I really want. I would never go buy something that’s

random that I would never use. It would have to benefit me too. You know what I mean?

Monica: Do you think cause-related marketing influences your purchasing behavior?

Julia: Probably. Yeah. I think all marketing influence purchasing behavior. It’s like subliminal

too. Like I was watching TV the other day and there was a bunch of Reese’s commercials during

this one show and like after that I just had to go buy Reese’s cause it was just like all I wanted.

And I was like dammit! It worked! That’s what they want me to do! And I’ve been eating them

ever since so I was like really mad that it influenced me but it’s so true. If you see enough of it

and you see the benefits especially when you like get like…. So like I write solicitations for

Loyola so like in that realm you think of other causes like the effort that goes into it and the

stories that they put and the testimonials of what you are supporting look at what its done for

these people. It pulls at your heartstrings and that makes you want to support it.

Monica: So something more emotional?

Julia: Yeah yeah



RaShelle Garton Interview with Tim

RaShelle: Are you involved in any philanthropic organizations such as marriage equality, ALS

association, stand up to cancer?

Tim: No I am not right now. I can potentially see myself doing it in the future though.

RaShelle: Okay, any specific organizations that you know of that stand out to you?

Tim: Stand up to cancer would be a good one, I know that’s, you know, always in need and, you

know, getting rid of cancer would be a great thing.

RaShelle: Okay. In your opinion, what do you think the definition of cause-related marketing is?

Tim: I’m not really sure, umm.

RaShelle: It’s not a term that most people are familiar with but when you hear those words, if

you can tell me the first things that pop into your mind when you hear that.

Tim: Organizations that relate to a very specific cause. You know, like standing up to cancer I

feel would be one. In terms of the marketing, maybe going after a specific population who would

get interested in their cause.

RaShelle: Okay, yeah. How do you view corporations and non-profit organizations that

participate in cause-related marketing campaigns?

Tim: As long as they aren’t spending a lot of their money towards the marketing part, you know

instead of towards the actual cause, I’m totally cool with it. It’s a great way to make people

aware of what they’re doing and telling people or letting people know what they are all about.

RaShelle: True. So which social media outlets influence your apparel purchase decisions the

most?

Tim: Ah for apparel, ahhh…

RaShelle: If any…

Tim: Google is usually my biggest thing, Facebook, any kind of site or way of finding out about

products that they have, I’ll research into it depending on what they are.

RaShelle: Are there any sites that you wouldn’t necessarily look into further? I don’t know, for

example, like spam in Email, you know, a lot of people just totally brush that off because they’re

used to spam. Do you have any opinions about that or other social media sites?

Tim: Yeah I feel Email isn’t as effective as maybe it once used to be just because it gets so

overloaded with spam and you tend to look for something specific in your Email and then delete



everything else. Maybe sites like Twitter aren’t as effective because anyone can post it there. I

feel like there is a lot more false advertising on the Twitter site than on a Google site for

example.

RaShelle: Okay. What kind of cause related products do you purchase the most? Like if you

purchase cause-related products, is it more health related, religious, political, educational?

Tim: I would say educational and health would probably be, not that I actually do at the moment

but those are two that I would focus on the most just because they’re, I feel those are more

directed at me just because of my age group and my lifestyle than the other ones.

RaShelle: Okay. How often do causes influence your purchasing decisions?

Tim: If I’m looking to purchase something cause-related then, you know…. (Long pause) Start

over, can you ask it again?

RaShelle: Okay. How often do causes influence your purchasing decisions?

Tim: Not so much, I mean, when I’m needing or purchasing something and I see that there is

something that’s going towards a cause it will, might sway me a little more, you know like to

help with or purchase that versus something that, you know, isn’t influencing my decision. Like

if it’s, you know they say a certain amount is going to this cause versus nothing is going toward a

cause, I’m going to go towards the one with the cause to help out in that way.

RaShelle: mmhmm…Would you be willing to spend a little bit more on the same product if you

knew that a certain percentage was going to a certain cause?

Tim: Oh absolutely.

RaShelle: How much more likely are you to purchase a product that is affiliated with a cause

that you support versus one with no affiliation to any causes?

Tim: Oh I’d be much more likely to purchase one that’s affiliated to a cause I believe in, you

know it would be like hitting two birds with one stone, if I can help out a cause while also

making a purchase that I also want, I see that as a much more beneficial gain than one that

doesn’t have the, or doesn’t put anything toward a cause or anything.

RaShelle: Would you be willing to travel out of your way in order to get that specific cause-

related item?

Tim: Unless there was something…(pause) I don’t know, I don’t know how to answer that. Most

likely no, but if there was something that like I felt strong about and can help out, then yeah I

would.



RaShelle: What do you think the breaking point.. No that’s not how I want to word it. What’s

the furthest do you think you would travel, lets say in driving time to pick something up that

does support the cause that you like?

Tim: I mean it’s hard to answer, but well I’d probably go 10-15 minutes farther.

RaShelle: Okay

Tim: You know if it meant, you know having..

RaShelle: Getting that specific item?

Tim: Exactly, yeah.

RaShelle: What do you believe motives a cause-related brand? Or maybe, what motivates you to

believe in a cause-related brand? I believe that should’ve been the way it was worded.

Tim: How they actually contribute to their cause, you know if they say 100% of the proceeds go

towards this cause and I know that ahead of time, you know, that will motivate me a lot more as

opposed to one where you don’t, that they’re kind of shady about how much they’re putting

towards it, you know they aren’t very direct, because then it’s sort of like, well if I’m going to

spend extra and they’re profiting, they’re taking 75% of that just for profit and then donating the

rest, well I’m just paying for you guys instead of it going towards the cause. So if they were to

say, or to be very upfront about it, that would influence me or motivate me a lot more to go with

that.

RaShelle: Very true. When you think of, um, a situation like that where an organization does

reveal what percentage of the proceeds go to each specific cause, do you think it’s better for

them to give you a percentage of each item or a dollar amount of each item that goes to the

cause?

Tim: You know, I’m…

RaShelle: Or if that even affects you.

Tim: That wouldn’t really affect me either way as long as I know a good portion of it is, you

know, going towards the cause. I mean, if it was a high dollar amount then percentage. If it was

just like a low dollar amount then knowing that there would be a certain dollar amount because

it’s like if a $5 item and they say 10%, it’s like well 50 cents is going towards it versus if they

say $1.

RaShelle: True

Tim: I feel like that would help out a little more depending on that.



RaShelle: Very true. Um is there anything else you would like to add about why you do or do

not purchase products related to causes?

Tim: Nothing like that. I mean as long as the site is very upfront about what they are selling and

what percentage of the profit or whatever is going toward their cause, you know that’ll, to me

that influences me a lot more than, you know, kind of making me feel bad for not doing it, like...

I don’t know…

RaShelle: Okay. Um on to our last question. Does cause-related marketing influence your

purchasing behavior?

Tim: Yes, because if they aren’t marketing, I don’t usually go out of my way to find out if a

product is, a product I’m purchasing is going towards a cause or not. If I know, I’ll go out of my

way if I know that there is, that I can purchase an item and it’s going towards a cause-related

thing. You know, but I don’t go on the internet and search for what purchase I can make that will

go toward a cause, but if they make me aware of it before I do that then I will have a little more

knowledge and be able to actually know about it as opposed to just know on my own.

RaShelle: Okay. Ah real quick a follow up question to that is what do you think is the best way

to, for you to be aware, of a cause-related product? Like how can a company get your attention

and influence you, like what would be the best way for that to happen?

Tim: Well in today’s day and age, I hate saying it but marketing through celebrities or like

seeing it out there in the open makes me a lot more aware of it. You know if I just see something

on a computer screen, it’s sort of hard to see how its being affected or how it is. But if you see it

being endorsed by people who I respect or something, that goes a long way in terms of making

me aware or making me maybe more apt to seek that out as opposed to just seeing it on the

internet.

RaShelle: Are there any specific celebrities or type of celebrities that would influence you the

most in that aspect?

Tim: I mean, it’s not necessarily a specific type of celebrity, but more just a, like it could be a

sports celebrity or anything like that, it’s just that I have to believe in them as a person and know

that they are genuine.

RaShelle: So someone like respectable and..

Tim: Respectable exactly. Like if I were to see Tom Hanks, for example, marketing something,

I’d feel a lot stronger about that then if I were to see someone like Mike Tyson, for example,

endorsing that. So depending on who it is, it can sway me a lot more.

RaShelle: mmhmm. Okay, well I believe that is it unless you want to add anything else?

Tim: No, that is it.



RaShelle: Allright well, thank you for your time.

Tim: My pleasure, thank you.



April Cho Interview with Christine

April: I am working with a cause-related company, who donates money when their customers

buy each product, for my marketing class, so all questions might be related to cause-related

marketing.

Christine: Okay.

April: Are you involved in any philanthropic organizations, such as Marriage Equality and

Breast Cancer?

Christine: Ummm..No. Not at all.

April: All right. If not, are there any particular reasons why you are not involved in these kinds

of organizations?

Christine: I don’t have time.

April: What do you think cause-related marketing is?

Christine: Cause-related marketing? Umm... The way that… It’s like marketing that you umm...

when the... I guess it involved two different kinds of companies and they have to work together

in order to benefit like a charity

April: How do you view corporations and non-profit organizations that participate in cause-


Christine: I think is good that the corporations do it obviously and I feel like non-profit

organizations have to do it, cause they don’t gain any profits, so I think it could say corporations

do it as like a kind of philanthropy or giving like a boost in their morale companies.

April: Which social media outlets influence your apparel purchase decisions the most?

Christine: Twitter, and Instagram?

April: Have you really seen cause-related campaigns or advertisements on those social media?

Cause honestly, I haven’t seen any of them on social media.

Christine: Yeah. Not right now. I don’t think. I know that there are like.. I haven’t personally

seen it, but I’ve heard about it though. Cause it’s like old.. I wasn’t looking at exact time. But it’s

kind of like when I researched certain things, they came up as old posts. And I was like oh they

had cool things and it looks like nice they did kind of thing. There were lots of fashion events

that they giving back.

April: If you saw someone promoting a brand on the social media sites, how likely or unlikely

are you to investigate the brand further?



Christine: I guess it’s like questionable rumors or questionable means like the way they are

doing, but if there’s not anyone saying anything then, I wouldn’t probably investigate.

April: Have you ever purchased cause-related products, like you didn’t even know when you

bought it, but later, you found out it was cause-related products. OR

Christine: Toms are definitely cause-related products and I knew that before purchasing. And

I’m sure I think there are others like small things that are probably I didn’t know when I got.

Like a bag, this gives two cents to somebody.

April: How much causes influence people’s purchasing decisions?

Christine: Like cause in general? There might be probably huge in general. I’ve seen, cause I’m

a college student, so…

April: How much more likely are you to purchase a product that is affiliated with a cause that

you support versus one with no affiliation to any causes?

Christine: Cause. On the other one I guess cause doesn’t necessarily matter to me. It’s nice I

guess. But you are like oh you are helping somebody in Africa or like when they have organic

policy. I like that a lot. I like organic. If they have that kind of cause behind them, I would like to

buy them. It depends on the products, but I would buy the products I like rather than cause-

related products. The cause is important, but it’s not important factor to me deciding the

products.

April: What motivates cause-related products or brands?

Christine: I think that those products either the business owner or the corporations have the

strong belief that the cause should be supported in like, not just their daily lives. Cause they

might support their daily lives, but they should like support in their working lives. That probably

something to do with it or I think it’s like the relevant is differentiating, differentiating the factor

that can kind of gain them access into the market.

April: Is there anything else you would like to add about why you do or do not purchase


Christine: I think it takes a lot of effort to continually buy something from more a cause and to

look on to it. I’m not actively looking for. Sometimes it does not even pop up. It just depends on

the situation you run across. So it’s not that I don’t want to buy something from cause, but it’s

just I have to make sure if there’s a cause with it.

April: Does cause-related marketing influence on your purchasing behavior?

Christine: A little bit. Like I said, if it’s something like be going to eco-friendly. Just because I

think it’s a good cause.



April: How do you think of corporations who seek only for their profit and other corporations

who donate their profits for philanthropic reasons?

Christine: In some ways, you have to make sure how business plans are strategic, how they

gaining money and what their utilizing them towards. I think it’s just depends on ethic of how

they are using their money. Cause even the people that are giving for specific reasons, or

whatever, may not actually giving the money really well in terms of transparency. Cause, in

Africa, you give money to the government and people don’t actually see it if the government

takes it. So, you have to really look into where your money going and what’s being benefits. Not

just like giving it for free but also doing stuff with it that actually benefit to people.



Resumes

Ryan Milord [email protected]

(561) 789-7525

1040 W. Granville Ave.

Apartment #218

Chicago, IL 60660

Objective: To obtain work experience in which I can utilize my marketing, theatrical, and analytical skills to

promote company and self-growth

Education: Loyola University Chicago, Chicago, IL

Bachelors of Business Administration, Marketing Expected May 2015

Bachelors of Arts, Theatre Expected May 2015

GPA: 3.599/4.0

Work Experience: Porchlight Music Theatre, Chicago, IL 2014

Production & Administrative Intern

· Filmed and edited promotional videos for the company

· Helped manage and document customer’s needs and purchases

House Manager for Sweeney Todd 2014

· Coordinated with the Box Office and Stage Management to keep performances on time

· Provided customer service to patrons

Next Theatre, Evanston, IL

Marketing Intern 2014

· Developed promotional e-blasts to help market the company

· Updated and promoted the company’s presence on social media

Milord Company, Bridgeview, IL

Laborer 2010-2013

· Updated and restructured company documents while systematizing the physical assets

· Worked as a laborer at the office and on various construction job sites

Volunteer Experience:

Habitat for Humanity, Hinsdale, IL

Volunteer 2010-2011

· Assisted in the building of two houses in West Virginia for underprivileged families

Activities: Theatre

· Took acting classes at Acting Studio Chicago and Piven Theatre

· Performed in several college productions including: Twelfth Night, From Here: Voices of Queer

Rome and Beijing, Reality, Dreams, and the Problem of Evil, and Dog Sees God

· Performing arts background has provided me with effective acting, social, and public speaking

skills

Skills

· Experience with Microsoft Office (Word, Excel, PowerPoint), Constant Contact, Total Info,

iMovie, various social media platforms, AutoCAD, Revit, and Inventor



Monica H. Khosa 1437 W Devon, Chicago, IL 60660

[email protected] | (312) 919-2940

Education

Loyola University Chicago Chicago, IL

Quinlan School of Business

B.B.A Finance and Marketing Expected Graduation: May 2015

International Experience

Bach Khoa Ho Chi Minh City, Vietnam

Ho Chi Minh City University of Technology January 2014 – May 2014

· Took courses focusing on the economic progression and boom of South East Asia

· Culturally adapted to the local customs within both the city and in the villages through a

homestay program with a non-English speaking Vietnamese family.

Khobates Industries Sdn Bhd Kuala Lumpur, Malaysia

Market Strategy Intern May 2013 – August 2013

· Coordinated product promotions with Groupon

· Researched and implemented market strategies for expansion of East Malaysia market base

· Designed product templates for Fruisër Salon Series

Professional Experience: Legal Assistant/Intern, Arthur B. Adler & Associates August 2012 – December 2013

Chicago, IL

· Hired on after internship

· Entrusted with logistical management of various confidential legal documents

· Facilitated media collection for supporting evidence in cases

Achievements: Loyola University Vietnam Center Environmental Science Grant January 2014 – May 2014

Mentor: Justin Babcock

· Conducted research on the impending consumer market of electric bikes in urban cities

such as Hanoi and Ho Chi Minh City

Marketing Research Participant, GfK NextGeneration Competition, Chicago October 2014 - November 2014

Mentor: Stacy Neier

· Conducted quantitative SPSS and qualitative research to identify opportunities for

· Supported data insights from primary surveys, focus groups, and in-depth interviews with secondary data

information.

Affiliations

· Alpha Kappa Psi – Gamma Iota Chapter 2011 - Present

· The International Business Society 2013 - Present

o Vice President Fall 2013

· The Investment Bank & Financial Markets Association (IBFMA) 2014 - Present

Skills:

· Proficient in Malay and rudimentary Spanish

· Flexible in location and easily adaptable to new environments

· Knowledgeable with market research tools such as Qualtrics and SPSS

· Efficient in Microsoft programs including MS Word, MS PowerPoint, MS Access and MS Excel (Pivot

Tables, Scenario Manager, Goal Seek, Financial Functions)



Sami Martini 6301 North Sheridan Road Apt 20k, Chicago, Il 60660

(630)-880-8465 [email protected]

EDUCATION:

Loyola University Chicago Fall 2011-Spring

Quinlan School of Business

B.B.A Marketing Expected graduation: May 2015

Hinsdale Central High School Fall 2007-Spring Graduation:

2011

Hinsdale, IL

EXPERIENCE:

Syrian Refugee Field Hospital Volunteer Winter 2013

Idlib Province, Syria

Observed physicians perform surgeries on civilians with war related injuries

Handled and organized surgical equipment during procedures

Documented all observed war related atrocities

Provided emotional support to patients

Loyola University Research Fellow Summer 2012

Loyola University Chicago

Extracted bacterial DNA from simulated aquatic samples.

Amplified DNA for genomic analysis using PCR

Discussed significance of data with lab mentor

Loyola University Research Volunteer Fall 2011-Spring 2012


Sanitized lab equipment such as beakers, test tubes, and Erlenmeyer flasks

Organized bench areas to ensure lab safety

Completed training in sample collection, DNA amplification, DNA extraction, solution pipetting, gel

electrophoresis preparation, downstream applications, agar preparation, and lab record keeping

Instructed in proper operation of equipment such as PCR thermal cycler, centrifuge, UV trans illuminator,

and test tube vortex

SKILLS:

Native Arabic and English speaker

Concise and efficient communicator

Research data interpretation

mailto:[email protected]



RaShelle Garton Chicago, IL Phone: (858) 232-8755 E-Mail: [email protected]

1

Objective Detail-oriented finance student with excellent customer service skills seeking to pursue a career in financial and statistical data

analysis while continuously learning and gaining experience.

Key Skills PeopleSoft

SPSS Software

Microsoft Office Suite

Leadership and management skills

Problem solver with a positive work ethic

Results oriented

Dedicated with a desire to learn

Cooperative team player

Optimal time management abilities

Confident and assertive

Education

Expected 12/2014


Quinlan School of Business: BBA in Finance

Relevant Coursework:

Financial Institutions – Studied and researched interest rate risk, securitization managing risk, product diversification, bank

holding companies, liquidity risk management, and the economies of scope and scale topics.

Business Information Systems - Studied and researched the purpose and composition of information systems, the utilization of

technology, and actively developed business applications using productivity tools.

Business Writing – Wrote business letters, memos, emails, presentations, and reports using MS Word and PowerPoint with

tight deadlines.

Financial Accounting - Studied and researched the accounting cycle, assets, liabilities, owners' equity, net income, cash flows,

financial statements, required disclosures, taxation, and auditing.

Managerial Accounting - Studied internal decision marketing, product costing, cost-volume-profit analysis, budgetary control,

and incremental analysis.

Business Statistics – Learned how to use SPSS software. Studied and researched constructing and interpreting a scatter plot, joint

frequency table, and various types of bar charts, computing the coefficient of variation and z -scores, formulating null and

alternative hypotheses, and understanding the basic assumptions behind single and multiple regression models.

Experience

BJ’s Restaurants Inc., Carlsbad, CA

Server 10/2009 – 07/2012

Collected payments and processed transactions for parties of up to 40 guests.

Provided education about the food and beverage menu, ingredients, and food preparation.

Checked patrons’ identification to ensure that they met the minimum age requirement for alcohol consumption.

Collaborated with the management and service team to improve workflow and quality of customer service provided.

Islands Restaurants, Encinitas, CA

Server 05/2008 – 05/2011

Greeted guests in a professional manner and provided excellent customer service.

Prepared checks that itemize and total meal costs and sales taxes.

Supervised assigned waiting area and ensured tables were clean and cleared according to the facility’s sanitation standards.

Assisted host or hostess by answering phones to take reservations or to-go orders, and by greeting, seating, and thanking guests.