Role of Mood in Cause-Related Marketing Effectiveness
Brands promise to donate certain amount of sales prices per product sold in cause-related marketing (CRM) promotions. Contrary to common wisdom, we show that CRM is effective when consumers are in a bad mood but not when they are in a good mood.
Ali Tezer and Onur Bodur (2016) ,"Role of Mood in Cause-Related Marketing Effectiveness", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 762-762.
Ali Tezer, Concordia University, Canada
Onur Bodur, Concordia University, Canada
NA - Advances in Consumer Research Volume 44 | 2016
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