I Care When I Feel Like It! the Moderating Role of Emotion Stability in Cause Related Marketing
Cause related marketing (CRM) has become a popular strategy. This research investigates the impact of consumers’ emotional stability on the effectiveness of CRM in generating positive attitude towards the brand. Results of an experiment show that CRM influences attitudes only when consumers are in high (versus low) emotional stability.
Ceren Ekebas-Turedi and Leona Tam (2013) ,"I Care When I Feel Like It! the Moderating Role of Emotion Stability in Cause Related Marketing ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Ceren Ekebas-Turedi, Old Dominion University, USA
Leona Tam, University of Wollongong, Australia
NA - Advances in Consumer Research Volume 41 | 2013
Divorcing the Market
Deniz Atik, University of Texas Rio Grande Valley, USA
A. Fuat Fırat, University of Texas Rio Grande Valley, USA
Ebru Uzunoğlu, Izmir University of Economics
Safety or Luxury: The Effect of Competitiveness on Consumer Preference in Social Crowding
Lijun Zhang, Nanyang Technological University, Singapore
Yee Ling, Elaine Chan, Nanyang Technological University, Singapore
Unobserved Altruism: How Social- And Self-Signaling Motivations Shape Willingness to Donate
Jennifer Savary, University of Arizona, USA
Kelly Goldsmith, Vanderbilt University, USA