The Monetary Value of Ethical Attributes: Preference Reversal Effects Among Cause-Related Marketing Campaigns

The momentum of cause-related marketing allows the transfer of the norm theory of category-bound thinking on market scenarios evaluating the actual value of ethical attributes. Our results show that the importance of causes and subsequent choices reverse when two isolated campaigns are implemented jointly and brand-cause fit moderators this reversal.


Christina Patricia Schamp, Mark Heitmann, and Julia Stehmann (2016) ,"The Monetary Value of Ethical Attributes: Preference Reversal Effects Among Cause-Related Marketing Campaigns", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 757-757.


Christina Patricia Schamp, University of Hamburg, Germany
Mark Heitmann, University of Hamburg, Germany
Julia Stehmann, University of Hamburg, Germany


NA - Advances in Consumer Research Volume 44 | 2016

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