When Causes Change How We Think and License Indulgence

We investigate the psychological consequences of cause-related marketing (CM) and demonstrate that cultural differences in thinking style affect and are affected by CM. We identify cultural orientation as an important moderator of previously documented licensing effects because of differences in consumers’ attribution of virtuosity.



Citation:

Aaron Barnes and Minkyung Koo (2016) ," When Causes Change How We Think and License Indulgence", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 719-719.

Authors

Aaron Barnes, University of Illinois at Urbana-Champaign, USA
Minkyung Koo, University of Illinois at Urbana-Champaign, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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