The Destigmatizing Role of Cause Marketing (Cm) Products

Sukhyun Kim, Samsung SDS, Republic of Korea
Kiwan Park, Seoul National University, Republic of Korea
Y. Jin Youn, Northwestern University, USA
In this research, we investigate the destigmatizing role of cause marketing (CM) products, particularly for materialists. We demonstrate that compared to other forms of prosocial behaviors such as donation, materialists versus non-materialists perceive CM products as instrumental to destigmatizing negative accusations related to materialism when purchasing luxury products.
[ to cite ]:
Sukhyun Kim, Kiwan Park, and Y. Jin Youn (2013) ,"The Destigmatizing Role of Cause Marketing (Cm) Products ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.