DOI: 10.3724/SP.J.1042.2019.00737

Advances in Psychological Science (心理科学进展) 2019/27:4 PP.737-747

The influence of cause-related marketing on consumers' attitude and its theoretical explanation

Cause-related marketing is an important strategy to combine the fulfillment of corporate social responsibility with the improvement of brand image. If a company engage in cause-related activities, the consumers of the company will have the opportunities to participate in philanthropic events when consumption. Base on the current state of knowledge regarding the domain of cause-related marketing, we found that attribution theory, stimulus-organism-response (SOR) theory, self-signaling theory, and balance theory can be used to explain the effects and mechanisms of cause-related marketing on consumer attitude. Future research should further explore new independent variables from the perspective of cause-related marketing that affects consumer attitude, the effect of cause-related marketing from consumer perspective, and even new mechanisms that underlying cause-related marketing effect on consumers' attitude.

Key words:cause-related marketing,consumer attitude,corporate social responsibility

ReleaseDate:2019-04-26 01:27:58

江若尘, 郑玲. (2017). 善因营销的捐赠水平与消费者态度:一个有中介的调节效应模型检验. 心理学报, 49(5), 692-698.

骆紫薇, 黄晓霞, 陈斯允, 卫海英, 杨德峰. (2017). 企业为何履行社会责任却落得"伪善"名声?——企业社会责任类型和感知品牌伪善间的关系. 心理科学进展, 25(10), 1642-1655.

Andrews, M., Luo, X. M., Fang, Z., & Aspara, J. (2014). Cause marketing effectiveness and the moderating role of price discounts. Journal of Marketing, 78(6), 120-142.

Aquino, K., Freeman, D., Reed Ii, A., Lim, V. K. G., & Felps, W. (2009). Testing a social-cognitive model of moral behavior:The interactive influence of situations and moral identity centrality. Journal of Personality and Social Psychology, 97(1), 123-141.

Baghi, I., Rubaltelli, E., & Tedeschi, M. (2009). A strategy to communicate corporate social responsibility:Cause related marketing and its dark side. Corporate Social Responsibility and Environmental Management, 16(1), 15-26.

Barclay, P. (2006). Reputational benefits for altruistic punishment. Evolution and Human Behavior, 27(5), 325-344.

Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice:Does one good turn deserve another?. Journal of the Academy of Marketing Science, 28(2), 248-262.

Barone, M. J., Norman, A. T., & Miyazaki, A. D. (2007). Consumer response to retailer use of cause-related marketing:Is more fit better?. Journal of Retailing, 83(4), 437-445.

Basil, D. Z., & Herr, P. M. (2006). Attitudinal balance and cause-related marketing:An empirical application of balance theory. Journal of Consumer Psychology, 16(4), 391-403.

Bester, S., & Jere, M. G. (2012). Cause-related marketing in an emerging market:Effect of cause involvement and message framing on purchase intention. Journal of Database Marketing and Customer Strategy Management, 19(4), 286-293.

Blau, P. M. (1964). Exchange and power in social life. New York:Wiley.

Chang, C. T., & Cheng, Z. H. (2015). Tugging on heartstrings:Shopping orientation, mindset, and consumer responses to cause-related marketing. Journal of Business Ethics, 127(2), 337-350.

Chowdhury, T. G., & Khare, A. (2011). Matching a cause with self-schema:The moderating effect on brand preferences. Psychology & Marketing, 28(8), 825-842.

Elving, W. J. L. (2013). Scepticism and corporate social responsibility communications:The influence of fit and reputation. Journal of Marketing Communications, 19(4), 277-292.

Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139-150.

Folse, J. A. G., Niedrich, R. W., & Grau, S. L. (2010). Cause-relating marketing:The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4), 295-309.

Gneezy, A., Gneezy, U., Riener, G., & Nelson, L. D. (2012). Pay-what-you-want, identity, and self-signaling in markets. Proceedings of the National Academy of Sciences of the United States of America, 109(19), 7236-7240.

Grau, S. L., & Folse, J. A. G. (2007). Cause-related marketing (CRM). Journal of Advertising, 36(4), 19-33.

Griskevicius, V., Tybur, J. M., & Van, Den. Bergh. B. (2010). Going green to be seen:Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392-404.

Grohmann, B., & Bodur, H. O. (2015). Brand social responsibility:Conceptualization, measurement, and outcomes. Journal of Business Ethics, 131(2), 375-399.

Grolleau, G., Ibanez, L., & Lavoie, N. (2016). Cause-related marketing of products with a negative externality. Journal of Business Research, 69(10), 4321-4330.

Guerreiro, J., Rita, P., & Trigueiros, D. (2015). Attention, emotions and cause-related marketing effectiveness. European Journal of Marketing, 49(11-12), 1728-1750.

Guerreiro, J., Rita, P., & Trigueiros, D. (2016). A text mining-based review of cause-related marketing literature. Journal of Business Ethics, 139(1), 111-128.

Hanks, L., Line, N. D., & Mattila, A. S. (2016). The impact of self-service technology and the presence of others on cause-related marketing programs in restaurants. Journal of Hospitality Marketing & Management, 25(5), 547-562.

He, H. W., Zhu, W. C., Gouran, D., & Kolo, O. (2016). Moral identity centrality and cause-related marketing:The moderating effects of brand social responsibility image and emotional brand attachment. European Journal of Marketing, 50(1-2), 236-259.

Heider, F. (1958). The psychology of interpersonal relations. New York:Wiley.

Hou, J. D., Du, L.Y., & Li, J. F. (2008). Cause's attributes influencing consumer's purchasing intention:Empirical evidence from china. Asia Pacific Journal of Marketing and Logistics, 20(4), 363-380.

Huertas-García, R., Lengler, J., & Consolación-Segura, C. (2017). Co-branding strategy in cause-related advertising:The fit between brand and cause. Journal of Product & Brand Management, 26(2), 135-150.

Kerra, A. H., & Das, N. (2013). Thinking about fit and donation format in cause marketing:The effects of need for cognition. Journal of Marketing Theory & Practice, 21(1), 103-112.

Kim, J. E., & Johnson, K. K. P. (2013). The impact of moral emotions on cause-related marketing campaigns:A cross-cultural examination. Journal of Business Ethics, 112(1), 79-90.

Koschate-Fischer, N., Stefan, I. V., & Hoyer, W. D. (2012). Willingness to pay for cause-related marketing:The impact of donation amount and moderating effects. Journal of Marketing Research, 49(6), 910-927.

Lacetera, N., & Macis, M. (2010). Do all material incentives for pro-social activities backfire? The response to cash and non-cash incentives for blood donations. Journal of Economic Psychology, 31(4), 738-748.

Lafferty, B. A. (2007). The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453.

Lafferty, B. A., Lueth, A. K., & Mccafferty, R. (2016). An evolutionary process model of cause-related marketing and systematic review of the empirical literature. Psychology & Marketing, 33(11), 951-970.

Luo, X. M., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1-18.

Madrigal, R., & Boush, D. M. (2008). Social responsibility as a unique dimension of brand personality and consumers' willingness to reward. Psychology & Marketing, 25(6), 538-564.

Mcwilliams, A., & Siegel, D. (2001). Corporate social responsibility:A theory of the firm perspective. Academy of Management Review, 26(1), 117-127.

Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35(1), 45-72.

Moosmayer, D. C., & Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27(6), 543-549.

Moosmayer, D. C., & Fuljahn, A. (2013). Corporate motive and fit in cause related marketing. Journal of Product & Brand Management, 22(3), 200-207.

Müller, S. S., Fries, A. J., & Gedenk, K. (2014). How much to give?-The effect of donation size on tactical and strategic success in cause-related marketing. International Journal of Research in Marketing, 31(2), 178-191.

Namkung, Y., & Jang, S. C. (2010). Effects of perceived service fairness on emotions, and behavioral intentions in restaurants. European Journal of Marketing, 44(9-10), 1233-1259.

Pharr, J. R., & Lough, N. L. (2012). Differentiation of social marketing and cause-related marketing in us professional sport. Sport Marketing Quarterly, 21(2), 91-103.

Porter, M. E., & Kramer, M. R. (2011). The big idea:Creating shared value. How to reinvent capitalism-and unleash a wave of innovation and growth. Harvard Business Review, 89(1-2), 62-77.

Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. R. (2004). Congruence effects in sponsorship:The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29-42.

Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. The American Psychologist, 55(1), 68-78.

Savary, J., Goldsmith, K., & Dhar, R. (2015). Giving against the odds:When tempting alternatives increase willingness to donate. Journal of Marketing Research, 52(1), 27-38.

Singh, S., Kristensen, L., & Villaseñor, E. (2009). Overcoming skepticism towards cause related claims:The case of Norway. International Marketing Review, 26(3), 312-326.

Torelli, C. J., Monga, A. B., & Kaikati, A. M. (2012). Doing poorly by doing good:Corporate social responsibility and brand concepts. Journal of Consumer Research, 38(5), 948-963.

Vanhamme, J., Lindgreen, A., Reast, J., & Popering, N. V. (2012). To do well by doing good:Improving corporate image through cause-related marketing. Journal of Business Ethics, 109(3), 259-274.

Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing:A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58-74.

Winterich, K. P., & Barone, M. (2011). Warm glow or cold, hard cash? Social identity effects on consumer choice for donation versus discount promotions. Journal of Marketing Research, 48(5), 855-868.

Youn, S., & Kim, H. (2018). Temporal duration and attribution process of cause-related marketing:Moderating roles of self-construal and product involvement. International Journal of Advertising, 37(2), 217-235.

Zdravkovic, S., Magnusson, P., & Stanley, S. M. (2010). Dimensions of fit between a brand and a social cause and their influence on attitudes. International Journal of Research in Marketing, 27(2), 151-160.