Consumer Participation in Cause-Related Marketing

This paper explores the effects of cause-related marketing campaigns that require participation and effort from the consumer, a campaign element that has received little research attention. We examine the effects of effort on perceived cause importance, perceived personal role in helping the cause, purchase intentions and participation intentions.


Katharine Howie and Lifeng Yang (2014) ,"Consumer Participation in Cause-Related Marketing", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 787-787.


Katharine Howie, University of Mississippi, USA
Lifeng Yang, University of Mississippi, USA


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


Don't Troll Me Bro: A Study of Griefing in Video Games

Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University

Read More


B10. Wearing V Neck, Getting More Trust: An Evolutionary Psychology Approach to Examine the Effect of Collar Style on Trust

jialiang xu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
chenbo zhong, University of Toronto, Canada

Read More


A Meta-Analysis on the Endowment Effect in Experiments

DANIEL SUN, University of Calgary, Canada

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.