The Roles of Product Characteristics and Framing Effects in the Effectiveness of Cause-Related Marketing

Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Yu-Kang Lee, National Sun Yat-sen University, Taiwan
Cause-related marketing (CRM) has become a major corporate philanthropic trend to donate money to a charity each time a consumer makes a purchase. This study examines consumer attitudes toward CRM with the roles of donation framing and product characteristics. Experimental results suggest that donation amount in absolute dollars and relative percentage of a sale price may not be equivalent with respect to their ability to enhance CRM effectiveness. The beneficial effects of frivolous products are held for the conditions of donation framed in absolute dollars but not for those conditions of donation presented in relative percentage. When the product price increases, influences of product type are diminished. Effects of donation magnitude on CRM effectiveness are contingent on donation framing and product price levels. Implications of the current findings for existing theory are discussed.
[ to cite ]:
Chun-Tuan Chang and Yu-Kang Lee (2008) ,"The Roles of Product Characteristics and Framing Effects in the Effectiveness of Cause-Related Marketing", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 780-781.