Influence of Fit on Crm: Moderating Effects of Collectivism and Awareness

This study examines the moderating effects of collectivism and awareness of cause-related marketing (CRM) on the influence of fit on consumer acceptance of and skepticism toward CRM. We compare responses among 613 individuals of varying levels of CRM exposure and collectivist tendencies: European-Canadians, earlier Chinese Canadians, recent Chinese Canadians, and Mainland Chinese. Hierarchical regression test results reveal that the three-way interaction is significant. As awareness of CRM increases, fit assumes greater importance. Fit also appears to be more important among those who are high on collectivism. While fit matters to European-Canadians, it is relatively more important to Chinese.



Citation:

Sheena Chen, Sameer Deshpande, and Debra Z. Basil (2011) ,"Influence of Fit on Crm: Moderating Effects of Collectivism and Awareness", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 282-289.

Authors

Sheena Chen, KUDU Industries, Canada
Sameer Deshpande, University of Lethbridge, Canada
Debra Z. Basil, University of Lethbridge, Canada



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Explaining the Attraction Effect: An Ambiguity-Attention-Applicability Framework

Sharlene He, Concordia University, Canada
Brian Sternthal, Northwestern University, USA

Read More

Featured

Causes and Consequences of the Expense Prediction Bias

Chuck Howard, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Abigail Sussman, University of Chicago, USA
Melissa Knoll, Consumer Financial Protection Bureau

Read More

Featured

Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico

Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.