The Sweet Taste of Charity: Cause Branding Affects Product Experience

Cause-branding is a wide and spreading marketing strategy. We demonstrate that part of the efficacy of cause-branding may lie in its alteration of product experience: products that do good taste good. We also explore possible underlying mechanisms such as conceptual consumption, the "halo" effect, and evolutionary psychology.



Citation:

Alyssa Niman and Aner Tal (2012) ,"The Sweet Taste of Charity: Cause Branding Affects Product Experience", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1124-1124.

Authors

Alyssa Niman, Cornell University, USA
Aner Tal, Cornell University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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