Can Buying a Product With a Cause Make Us Better People? Licensing Effect After Purchasing a Product With a Cause

Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Xing-Yu Chu, National Sun Yat-sen University, Taiwan
Zhao-Hong Cheng, National Sun Yat-sen University
Dickson Tok, National Sun Yat-sen University
Cause-Related Marketing (CRM) is one fast growing marketing strategy. Previous research focused on consumer behavior of CRM, but ignored the subsequent behaviors after CRM purchase. Our studies suggest that exposure to CRM may contribute to a sense of moral self but license socially undesirable behaviors in a variety of domains.
[ to cite ]:
Chun-Tuan Chang, Xing-Yu Chu, Zhao-Hong Cheng, and Dickson Tok (2015) ,"Can Buying a Product With a Cause Make Us Better People? Licensing Effect After Purchasing a Product With a Cause", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 480-481.