“It Might Fit But Cost More”: Similarity, Skepticism, and Regulatory Focus in Cause-Related Marketing

A key issue in CRM is how fit and skepticism are related. Our findings suggest that even if consumers perceive higher fit with taxonomic partnerships, they are more skeptical and expect companies to contribute more to the cause. To lower this effect, a promotion (vs. prevention) focus strategy is suggested.



Citation:

Monica Mendini, Paula C. Peter, and Michael Gibbert (2016) ,"“It Might Fit But Cost More”: Similarity, Skepticism, and Regulatory Focus in Cause-Related Marketing", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 749-749.

Authors

Monica Mendini, Università della Svizzera Italiana
Paula C. Peter, San Diego State, USA
Michael Gibbert, Università della Svizzera Italiana



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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