The Sweet Taste of Charity: Cause Branding Affects Product Experience

Alyssa Niman, Cornell University, USA
Aner Tal, Cornell University, USA
Cause-branding is a wide and spreading marketing strategy. We demonstrate that part of the efficacy of cause-branding may lie in its alteration of product experience: products that do good taste good. We also explore possible underlying mechanisms such as conceptual consumption, the "halo" effect, and evolutionary psychology.
[ to cite ]:
Alyssa Niman and Aner Tal (2012) ,"The Sweet Taste of Charity: Cause Branding Affects Product Experience", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1124-1124.