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CONSUMERS LESS LIKELY TO DONATE TO BREAST CANCER AWARENESS THANKS TO ICE BUCKET CHALLENGE
October is Breast Cancer Awareness Month, but this year consumers are less likely than ever to donate to this cause. For decades, the American Breast Cancer Foundation has sold “pink ribbon” campaign retail products across the globe in an effort to raise awareness and money for research, but with the recent ALS Ice Bucket Challenge sweeping social media, it appears as though consumers have found a new cause to support.
In recent years, questions have been raised by consumers as to how much money actually goes to breast cancer research from the companies they buy pink ribbon products from. The ALS Ice Bucket Challenge has proved to be a highly engaging, safe way to ensure donations are going where they are supposed to, by allowing consumers to take control of making a direct donation as opposed to making a merchandise transaction to a corporation.
C. T. Bauer College of Business Marketing Professor Melanie Rudd is available to comment on the impact awareness campaigns have on consumer behavior.
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