I Care When I Feel Like It! the Moderating Role of Emotion Stability in Cause Related Marketing

Ceren Ekebas-Turedi, Old Dominion University, USA
Leona Tam, University of Wollongong, Australia
Cause related marketing (CRM) has become a popular strategy. This research investigates the impact of consumers’ emotional stability on the effectiveness of CRM in generating positive attitude towards the brand. Results of an experiment show that CRM influences attitudes only when consumers are in high (versus low) emotional stability.
[ to cite ]:
Ceren Ekebas-Turedi and Leona Tam (2013) ,"I Care When I Feel Like It! the Moderating Role of Emotion Stability in Cause Related Marketing ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.