Effect of a Cause-Related Marketing Campaign on Printed Media, on Disposition to Help and Empathy

Cause-related marketing has been the source of a great number of research. A research line has focused on external factors that influence donors’ behaviors. Notwithstanding, not much is known about the effect of the role played by the type of message and transmission means used on donor’s behavior. This work focuses on the relation existing between the type of message and the printed media vis-a-vis the desire to help and empathy. The results obtained in an experiment show that the rational messages in printed media significantly affect the intention to help and empathy



Citation:

Gabriel Perez and Marcela Tamayo (2008) ,"Effect of a Cause-Related Marketing Campaign on Printed Media, on Disposition to Help and Empathy", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 126-132.

Authors

Gabriel Perez, Univesidad de los Andes- Mangement School – Bogotá- Colombia
Marcela Tamayo



Volume

LA - Latin American Advances in Consumer Research Volume 2 | 2008



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