Consumer Response to Harmful Products With Cause-Related Marketing: Influences of Product-Cause Fit and Product Type

Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Ting-Ting Chen, National University of Kaohsiung, Taiwan
The present study examines potential influences associated with nature of product-cause fit and perceived product type on cause-related marketing (CRM) campaigns when consumers perceive promoted product as harmful. Two high-fit strategies are explored: complementary fit and consistent fit. Experimental results indicate that consumers may be more likely to choose a frivolous product offering a donation with a complementary-fit cause. In contrast, individuals tend to have stronger behavioral intention toward a practical product with a consistent-fit cause. The interaction effect between product/cause fit and product type is more significant when product price is low. The implications of the findings are discussed as well as limitations and directions for future research.
[ to cite ]:
Chun-Tuan Chang and Ting-Ting Chen (2009) ,"Consumer Response to Harmful Products With Cause-Related Marketing: Influences of Product-Cause Fit and Product Type", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 793-794.