A donation of 1,075 Euro made to the HIV/AIDS relief association Deutsche AIDS-Hilfe – this was the positive by-product of a research project carried out by the SVI Endowed Chair for Marketing and Direct Marketing at Steinbeis University Berlin. The donation was presented in August to the association’s managing director, Silke Klumb, by Professor Dr. Dr. Helmut Schneider, the incumbent Chair, and Ines Schönenberg, a bachelor’s program graduate at the chair.
As part of her bachelor thesis, which was supervised by Professor Schneider, Ines Schönenberg examined the previously neglected area of purchasing behaviour in same-sex relationships. To provide an incentive, respondents were assured that for every completed questionnaire on completion of the research project, 5 Euro would be donated to the Deutsche AIDS-Hilfe, a non-profit nationwide network of authorities on the structural prevention and promotion of health in the context of HIV/AIDS. In total, 215 homosexual men took part in the survey, resulting in a donation amounting to 1,075 Euro. “We are delighted by the donation as we are dependent on the support of companies, social institutions and private individuals for funding. We will put this money toward our 2012 self-help convention, ‘Positive Encounters’, which is Europe’s largest event for people with HIV and their friends and relatives. Thank you so much for supporting us in getting this important event underway”, said Silke Klumb. The findings of the survey are currently being written up for publication in the Journal of Consumer Behaviour.
Prof. Dr. Dr. Helmut Schneider
SVI Endowed Chair for Marketing and Dialog Marketing, Steinbeis University Berlin (Berlin)
helmut.schneider@stw.de