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



Share Proceeding

Featured papers

See More

Featured

The Impact of Price and Size Comparisons on Consumer Perception and Choice

Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia

Read More

Featured

The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success

Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA

Read More

Featured

Cueing Backwards: Attention Processes in Multi-Attribute Choices

Antonia Krefeld-Schwalb, Geneva School of Economics and Management
Agnes Scholz, University of Zurich
Ursa Bernadic, Geneva School of Economics and Management
Benjamin Scheibehenne, Geneva School of Economics and Management

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.