Top

Journal of Business Ethics

Published in:

01-03-2015

Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing

Authors: Chun-Tuan Chang, Zhao-Hong Cheng

Published in: Journal of Business Ethics | Issue 2/2015

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

Donating money to a charity based on consumer purchase is referred to as cause-related marketing (CRM). In this research, we profile consumer psychographics for skepticism toward advertising in a CRM context. To be specific, this study investigates whether and how psychological antecedents (i.e., consumer shopping orientation and mindset) and gender differences influence consumer skepticism toward advertising. An empirical study was conducted with 291 participants. Structural equation modeling was employed for hypothesis testing. The results suggest that a utilitarian orientation and an individualistic mindset are positively related to skepticism toward advertising, while a hedonic orientation and a collectivistic mindset are negatively related to skepticism toward advertising. Gender differences are also found in the aforementioned relationships. The segmentational approach of gender and psychographics can assist marketers to explain consumer attitudes toward CRM and then to communicate with those CRM advocates better.

previous article The Inexorable Sociality of Commerce: The Individual and Others in Adam Smith

next article CEO Gender, Ethical Leadership, and Accounting Conservatism

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Available only for authorised users

Aiken, L. S., & West, S. G. (1991). Multiple regression: Testing and interpreting interactions. Newbury Park, CA: Sage.

Allenby, G. M., & Ginter, J. L. (1995). Using extremes to design products and segment markets. Journal of Marketing Research, 32(4), 392–403.

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.

Anuar, M. M., & Mohamad, O. (2012). Effects of skepticism on consumer response toward cause-related marketing in Malaysia. International Business Research, 5(9), 98–105.

Babin, B. J., & Boles, J. S. (1998). Employee behavior in a service environment: A model and test of potential differences between men and women. Journal of Marketing, 62(2), 77–91.

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656.

Barnes, N. G., & Fitzgibbons, D. A. (1992). Strategic marketing for charitable organizations. Health Marketing Quarterly, 9(3–4), 103–114.

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.

Barrett, D. W., Wosinska, W., Butner, J., Petrova, P., Gornik-Durose, M., & Cialdini, R. B. (2004). Individual differences in the motivation to comply across cultures: The impact of social obligation. Personality and Individual Differences, 37(1), 19–31.

Batra, R., & Ahtola, O. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159–170.

Beard, F. K. (2003). College student attitudes toward advertising’s ethical, economic, and social consequences. Journal of Business Ethics, 48(3), 217–228.

Bellenger, D. N., Steinberg, E., & Stanton, W. W. (1976). The congruence of store image and self image. Journal of Retailing, 52(1), 17–32.

Berger, I. E., Cunningham, P. H., & Kozinets, R. V. (1999). Consumer persuasion through cause-related advertising. Advances in Consumer Research, 26(1), 491–497.

Boush, D. M., Friestad, M., & Rose, G. M. (1994). Adolescent skepticism toward TV advertising and knowledge of advertiser tactics. Journal of Consumer Research, 21(1), 165–175.

Brønn, P. S., & Vrioni, A. B. (2001). Corporate social responsibility and cause-related marketing: An overview. International Journal of Advertising, 20(2), 207–222.

Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68–84.

Chang, C.-T. (2008). To donate or not to donate? Product characteristics and framing effects of cause-related marketing on consumer purchase behavior. Psychology & Marketing, 25(12), 1089–1110.

Chang, C.-T. (2011). Guilt appeals in cause-related marketing. International Journal of Advertising, 30(4), 587–616.

Chang, C.-T. (2012). Missing ingredients in cause-related advertising: The right formula of execution style and cause framing. International Journal of Advertising, 31(2), 231–256.

Chang, C.-T., & Liu, H.-W. (2012). Goodwill hunting? Influences of product-cause fit, product type, and donation level in cause-related marketing. Marketing Intelligence & Planning, 30(6), 634–652.

Chen, F.-P., & Leu, J.-D. (2011). Product involvement in the link between skepticism toward advertising and its effects. Social Behavior and Personality, 39(2), 153–160.

Chrenka, J., Gutter, M. S., & Jasper, C. (2003). Gender differences in the decision to give time or money. Consumer Interests Annual, 40, 1–4.

Cone Communications. (2010). 2010 cone cause evolution study, from http://www.conecomm.com/2010-cone-cause-evolution-study.

Cross, S. E., & Madson, L. (1997). Models of the self: Self-construals and gender. Psychological Bulletin, 122(1), 5–37.

Cui, Y., Trent, E. S., Sullivan, P. M., & Matiru, G. N. (2003). Cause-related marketing: How generation Y responds. International Journal of Retail & Distribution Management, 31(6), 310–320.

Diehl, S., Terlutter, R., Chan, K., & Mueller, B. (2010). A cross-cultural and gender-specific examination of consumer skepticism toward advertising in general vs. pharmaceutical advertising—Empirical evidence from the U.S., Germany and China (Hong Kong). In R. Terlutter, S. Diehl, & S. Okazaki (Eds.), Advances in advertising research (pp. 297–311). Wiesbaden: Gabler.

Dittmar, H., Long, K., & Meek, R. (2004). Buying on the internet: Gender differences in on-line and conventional buying motivations. Sex Roles, 50(5), 423–444.

do Paço, A. M. F., & Reis, R. (2012). Factors affecting skepticism toward green advertising. Journal of Advertising, 41(4), 147–155.

Eagly, A. H., & Crowley, M. (1986). Gender and helping behavior: A meta-analytic review of the social psychological literature. Psychological Bulletin, 100(3), 283–308.

Eikenberry, A. M. (2009). The hidden costs of cause marketing. Stanford Social Innovation Review Summer, 2009, 51–55.

Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147–157.

Elving, W. J. L. (2012). Scepticism and corporate social responsibility communications: The influence of fit and reputation. Journal of Marketing Communications iFirst article, 22(1), 1–16.

Epstein, S., Pacini, R., Denes-Raj, V., & Heier, H. (1996). Individual differences in intuitive-experiential and analytical-rational thinking styles. Journal of Personality and Social Psychology, 71(2), 390–405.

Foreh, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of Consumer Psychology, 13(3), 349–356.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

Gardner, W. L., Gabriel, S., & Hochschild, L. (2002). When you and I are “we”, you are not threatening: The role of self-expansion in social comparison. Journal of Personality and Social Psychology, 82(2), 239–251.

Gollwitzer, P. M. (1990). Action phases and mind-sets. In E. T. Higgins & R. M. Sorrentino (Eds.), Handbook of motivation and cognition: Foundations of social behavior (pp. 53–92). New York: Guilford Press.

Gupta, S., & Pirsch, J. (2006). The company-cause-customer fit decision in cause-related marketing. Journal of Consumer Marketing, 23(6), 314–326.

Hamilton, R., Vohs, K. D., Sellier, A.-L., & Meyvis, T. (2011). Being of two minds: Switching mindsets exhausts self-regulatory resources. Organizational Behavior and Human Decision Processes, 115(1), 13–24.

Harvey, J. W. (1990). Benefit segmentation for fund raisers. Journal of the Academy of Marketing Science, 18(1), 77–86.

Hibbert, S., Smith, A., Davies, A., & Ireland, F. (2007). Guilt appeals: Persuasion knowledge and charitable giving. Psychology & Marketing, 24(8), 723–742.

Hofstede, G. (1980). Culture’s consequences: International differences in work-related values. Beveriy Hills, CA: Sage.

Hou, J., Du, L., & Li, J. (2008). Cause’s attributes influencing consumer’s purchasing intention: Empirical evidence from China. Asia Pacific Journal of Marketing and Logistics, 20(4), 363–380.

Hu, L.-T., & Bentler, P. M. (1995). Evaluating model fit. In R. H. Hoyle (Ed.), Structural equation modeling: Concepts, issues, and applications (pp. 76–99). Thousand Oaks, CA: Sage.

Irwin, T. (2011). Disconnect between causes, products deter buying. Retrieved October 3, 2013, from http://www.mediapost.com/publications/article/154177/#axzz2aLw9jzhc.

Jones, A., & Posnett, J. (1991). Charitable donations by UK households: Evidence from the family expenditure survey. Applied Economics, 23(2), 343–351.

Josephs, R. A., Markus, H. R., & Tafarodi, R. W. (1992). Gender and self-esteem. Journal of Personality and Social Psychology, 63(3), 391–402.

Kashdan, T. B., Mishra, A., Breen, W. E., & Froh, J. J. (2009). Gender differences in gratitude: Examining appraisals, narratives, the willingness to express emotions, and changes in psychological needs. Journal of Personality, 77(3), 691–730.

Kashima, Y., Kokubo, T., Kashima, E. S., Boxall, D., Yamaguchi, S., & Macrae, K. (2004). Culture and self: Are there within-culture differences in self between metropolitan areas and regional cities? Personality and Social Psychology Bulletin, 30(7), 816–823.

Kashima, Y., Yamaguchi, S., Kim, U., Choi, S.-C., Gelfand, M. J., & Yuki, M. (1995). Culture, gender, and self: A perspective from individualism-collectivism research. Journal of Personality and Social Psychology, 69(5), 925–937.

Kemmelmeier, M., & Oyserman, D. (2001). Gendered influence of downward social comparisons on current and possible selves. Journal of Social Issues, 57(1), 129–148.

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.

Kim, Y. J., & Lee, W.-N. (2009). Overcoming consumer skepticism in cause-related marketing: The effects of corporate social responsibility and donation size claim objectivity. Journal of Promotion Management, 15(4), 465–483.

Kirsh, G. A., & Kuiper, N. A. (2002). Individualism and relatedness themes in the context of depression, gender, and a self-schema model of emotion. Canadian Psychology, 43(2), 76–90.

Larkin, E. F. (1977). A factor analysis of college student attitudes toward advertising. Journal of Advertising, 6(2), 42–46.

Leigh, J. H., & Choi, Y. (2007). The impact of attributions about life events on perceptions of foreign products: Contrasts in individualism and collectivism. Psychology & Marketing, 24(1), 41–68.

Mangleburg, T. F., & Bristol, T. (1998). Socialization and adolescents’ skepticism toward advertising. Journal of Advertising, 27(3), 11–21.

Manuel, E., Youn, S., & Yoon, D. (2012). Functional matching effect in crm: Moderating roles of perceived message quality and skepticism. Journal of Marketing Communications iFirst article, 57, 1–22.

Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224–253.

McCarty, J. A., & Shrum, L. J. (2001). The influence of individualism, collectivism, and locus of control on environmental beliefs and behavior. Journal of Public Policy & Marketing, 20(1), 93–104.

Mohr, L. A., Eroglu, D., & Ellen, P. S. (1998). The development and testing of a measure of skepticism toward environmental claims in marketers’ communications. Journal of Consumer Affairs, 32(1), 30–55.

Moorman, R. H., & Blakely, G. L. (1995). Individualism-collectivism as an individual difference predictor of organizational citizenship behavior. Journal of Organizational Behavior, 16(2), 127–142.

Morimoto, M., & Chang, S. (2009). Psychological factors affecting perceptions of unsolicited commercial e-mail. Journal of Current Issues & Research in Advertising, 31(1), 63–73.

Moscardelli, D., & Liston-Heyes, C. (2005). Consumer socialization in a wired world: The effects of internet use and parental communication on the development of skepticism to advertising. Journal of Marketing Theory & Practice, 13(3), 62–75.

Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives: Examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2), 63–74.

Newman, R. (2000). Gender differences in philanthropy. Fund Raising Management, 31(3), 28–29.

Noguchi, K. (2007). Examination of the content of individualism/collectivism scales in cultural comparisons of the USA and Japan. Asian Journal of Social Psychology, 10(3), 131–144.

Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill.

Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7(2), 159–186.

Obermiller, C., Spangenberg, E., & MacLachlan, D. L. (2005). Ad skepticism: The consequences of disbelief. Journal of Advertising, 34(3), 7–17.

O’Guinn, T. C., & Faber, R. J. (1989). Compulsive buying: A phenomenological exploration. Journal of Consumer Research, 16(2), 147–157.

Overby, J. W., & Lee, E.-J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10–11), 1160–1166.

Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion. New York: Springer.

Polonsky, M. J., & Wood, G. (2001). Can the overcommercialization of cause-related marketing harm society? Journal of Macromarketing, 21(1), 8–22.

Polyorat, K., & Alden, D. L. (2005). Self-construal and need-for-cognition effects on brand attitudes and purchase intentions in response to comparative advertising in thailand and the United States. Journal of Advertising, 34(1), 37–48.

Rizvi, S. N. Z., Sami, M., & Gull, S. (2012). Impact of consumer involvement on advertising skepticism: A framework to reduce advertising skepticism. Interdisciplinary Journal of Contemporary Research in Business, 4(8), 465–472.

Ross, J. K., Patterson, L. T., & Stutts, M. A. (1992). Consumer perceptions of organizations that use cause-related marketing. Journal of the Academy of Marketing Science, 20(1), 93–97.

Scarpi, D. (2012). Work and fun on the internet: The effects of utilitarianism and hedonism online. Journal of Interactive Marketing, 26(1), 53–67.

Schlegelmilch, B. B. (1988). Targeting of fund-raising appeals—How to identify donors. European Journal of Marketing, 22(1), 31–40.

Schlegelmilch, B. B., & Tynan, C. (1989). Who volunteers? An investigation into the characteristics of charity volunteers. Journal of Marketing Management, 5(2), 133–151.

Seock, Y.-K., & Bailey, L. R. (2008). The influence of college students’ shopping orientations and gender differences on online information searches and purchase behaviours. International Journal of Consumer Studies, 32(2), 113–121.

Sherry, J. F, Jr. (1990). A sociocultural analysis of a midwestern American flea market. Journal of Consumer Research, 17(1), 13–30.

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

Sinha, D., & Tripathi, R. C. (1994). Individualism in a collectivist culture: A case of coexistence of opposites. In U. Kim, H. C. Triandis, Ç. Kâğitçibaşi, S.-C. Choi, & G. Yoon (Eds.), Individualism and collectivism: Theory, method, and applications (pp. 123–136). Thousand Oaks, CA: Sage.

Smith, J. D. (1999). Poor marketing or the decline of altruism? Young people and volunteering in the United Kingdom. International Journal of Nonprofit and Voluntary Sector Marketing, 4(4), 372–377.

Smith, K. H., & Stutts, M. A. (2006). The influence of individual factors on the effectiveness of message content in antismoking advertisements aimed at adolescents. Journal of Consumer Affairs, 40(2), 261–293.

Spector, P. E. (2006). Method variance in organizational research: Truth or urban legend? Organizational Research Methods, 9(2), 221–232.

Strahilevitz, M. A. (1999). The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand. Journal of Consumer Psychology, 8(3), 215–241.

Strahilevitz, M. A., & Myers, J. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434–446.

Szykman, L. R. (2004). Who are you and why are you being nice? Investigating the industry effect on consumer reaction to corporate societal marketing efforts. Advances in Consumer Research, 31(1), 306–313.

Szykman, L. R., Bloom, P. N., & Levy, A. S. (1997). A proposed model of the use of package claims and nutrition labels. Journal of Public Policy & Marketing, 16(2), 228–241.

Tan, S. J., & Tan, K. L. (2007). Antecedents and consequences of skepticism toward health claims: An empirical investigation of Singaporean consumers. Journal of Marketing Communications, 13(1), 59–82.

Thakor, M. V., & Goneau-Lessard, K. (2009). Development of a scale to measure skepticism of social advertising among adolescents. Journal of Business Research, 62(12), 1342–1349.

Thomas, M. L., Mullen, L. G., & Fraedrich, J. (2011). Increased word-of-mouth via strategic cause-related marketing. International Journal of Nonprofit and Voluntary Sector Marketing, 16(1), 36–49.

Tien, C., & Phau, I. (2010). Consumers’ skepticism toward advertising claims. In H. Timmermans (Ed.), European Institute of Retailing and Services Studies Conference (pp. 2–5), Istanbul.

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.

Triandis, H. C. (1989). The self and social behavior in differing cultural contexts. Psychological Review, 96(3), 506–520.

Triandis, H. C. (1994). Theoretical and methodological approaches to the study of collectivism and individualism. In U. Kim, H. C. Triandis, & C. Kagitcibasi (Eds.), Individualism and collectivism: Theory, method, and applications (pp. 41–51). Thousand Oaks: SAGE.

Triandis, H. C. (1995). Individualism and collectivism. Boulder, CO: Westview Press.

Triandis, H. C., & Gelfand, M. J. (1998). Converging measurement of horizontal and vertical individualism and collectivism. Journal of Personality and Social Psychology, 74(1), 118–128.

Vaidyanathan, R., Aggarwal, P., & Kozłowski, W. (2013). Interdependent self-construal in collectivist cultures: Effects on compliance in a cause-related marketing context. Journal of Marketing Communications, 19(1), 44–57.

Van de Vijver, F., & Leung, K. (1997). Methods and data analysis of comparative research. In J. W. Berry, Y. H. Poortinga, & J. Pandey (Eds.), Handbook of cross-cultural psychology (pp. 247–300). Needham Heights, MA: Allyn & Bacon.

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

Wagner, J. A., & Moch, M. K. (1986). Individualism-collectivism: Concept and measure. Group and Organization Management, 11(3), 280–304.

Wang, E. S.-T. (2010). Internet usage purposes and gender differences in the effects of perceived utilitarian and hedonic value. CyberPsychology, Behavior, and Social Networking, 13(2), 179–183.

Watkins, D., Mortazavi, S., & Trofimova, I. (2000). Independent and interdependent conceptions of self: An investigation of age, gender, and culture differences in importance and satisfaction ratings. Cross-Cultural Research, 34(2), 113–134.

Webb, D. J., & Mohr, L. A. (1998). A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. Journal of Public Policy & Marketing, 17(2), 226–238.

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

Wolburg, J. M. and Pokrywczynski, J. (2000). The ABCs of XYZ: Characteristics that relate to the perceived information value of advertising among college students of generation Y. In Annual Conference of the American Academy of Advertising (pp. 161–161). Newport, RI.

Wymer, W. W. (1998). Youth development volunteers: Their motives, how they differ from other volunteers and correlates of involvement intensity. International Journal of Nonprofit and Voluntary Sector Marketing, 3(4), 321–336.

Yang, K., & Lee, H.-J. (2010). Gender differences in using mobile data services: Utilitarian and hedonic value approaches. Journal of Research in Interactive Marketing, 4(2), 142–156.

Yoon, Y., Gürhan-Canli, Z., & Schwarz, N. (2006). The effect of corporate social responsibility (CSR) activities on companies with bad reputations. Journal of Consumer Psychology, 16(4), 377–390.

Youn, S., & Kim, H. (2008). Antecedents of consumer attitudes toward cause-related marketing. Journal of Advertising Research, 48(1), 123–137.

Zhang, L., Moore, M., & Moore, R. (2011). The effect of self-construals on the effectiveness of comparative advertising. Marketing Management Journal, 21(1), 195–206.

Title: Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing
Authors: Chun-Tuan Chang
Zhao-Hong Cheng
Publication date: 01-03-2015
Publisher: Springer Netherlands
Published in: Journal of Business Ethics / Issue 2/2015
Print ISSN: 0167-4544
Electronic ISSN: 1573-0697
DOI: https://doi.org/10.1007/s10551-014-2048-4

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Other articles of this Issue 2/2015

Competing Against the Unknown: The Impact of Enabling and Constraining Institutions on the Informal Economy

Tensions in Corporate Sustainability: Towards an Integrative Framework

CEO Gender, Ethical Leadership, and Accounting Conservatism

Do Personal Values Influence the Propensity for Sustainability Actions? A Policy-Capturing Study

Is Corporate Social Responsibility Performance Associated with Tax Avoidance?

Linking Market Orientation and Environmental Performance: The Influence of Environmental Strategy, Employee’s Environmental Involvement, and Environmental Product Quality

Premium Partner