Does Hunger Matter? How Focal Image Style, Food Type and Physical Status Impact Crm Effectiveness

This research examines how the impact of an ad’s focal image style (product-focused/cause-focused) on the effectiveness of cause-related marketing (CRM) is influenced by the food type (vice/virtue) being advertised and the viewer’s physical status (hungry/satiated). We found two significant two-way interactions affecting purchase intention and attitude towards the sponsoring firm.



Citation:

Pei-Chi Chen and Chun-Tuan Chang (2015) ,"Does Hunger Matter? How Focal Image Style, Food Type and Physical Status Impact Crm Effectiveness", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 320-320.

Authors

Pei-Chi Chen, National Sun Yat-sen University, Taiwan
Chun-Tuan Chang, National Sun Yat-sen University, Taiwan



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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