Samenvatting
Many marketing scholars argue that often the best way to solve a social problem (e.g. litter) is to enlist support for a collective sacrifice (e.g. a bottle bill). The author tests Wiener and Doescher's (1991) propositions that support can be gained by communicating that the person's group has power, nongroup members will sacrifice, and the problem will be solved. The author's research support the first two propositions.