Consumer Participation in Cause-Related Marketing

Katharine Howie, University of Mississippi, USA
Lifeng Yang, University of Mississippi, USA
This paper explores the effects of cause-related marketing campaigns that require participation and effort from the consumer, a campaign element that has received little research attention. We examine the effects of effort on perceived cause importance, perceived personal role in helping the cause, purchase intentions and participation intentions.
[ to cite ]:
Katharine Howie and Lifeng Yang (2014) ,"Consumer Participation in Cause-Related Marketing", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 787-787.