Praise For Blame: Consumer Inferences Following Cause Marketing

Consumers may infer implicit blame in response to cause-related marketing (CRM). The extent to which these inferences of implicit blame fit consumers’ own blame for the issue determine praise for the company. A pilot study and three follow-up studies show these effects across two CRM contexts.


Brandon Reich, Troy Campbell, and Robert Madrigal (2017) ,"Praise For Blame: Consumer Inferences Following Cause Marketing", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 842-843.


Brandon Reich, University of Oregon, USA
Troy Campbell, University of Oregon, USA
Robert Madrigal, California State University at Chico, USA


NA - Advances in Consumer Research Volume 45 | 2017

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