Consumer Response to Harmful Products With Cause-Related Marketing: Influences of Product-Cause Fit and Product Type

The present study examines potential influences associated with nature of product-cause fit and perceived product type on cause-related marketing (CRM) campaigns when consumers perceive promoted product as harmful. Two high-fit strategies are explored: complementary fit and consistent fit. Experimental results indicate that consumers may be more likely to choose a frivolous product offering a donation with a complementary-fit cause. In contrast, individuals tend to have stronger behavioral intention toward a practical product with a consistent-fit cause. The interaction effect between product/cause fit and product type is more significant when product price is low. The implications of the findings are discussed as well as limitations and directions for future research.



Citation:

Chun-Tuan Chang and Ting-Ting Chen (2009) ,"Consumer Response to Harmful Products With Cause-Related Marketing: Influences of Product-Cause Fit and Product Type", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 793-794.

Authors

Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Ting-Ting Chen, National University of Kaohsiung, Taiwan



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products

Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA

Read More

Featured

Understanding the Framing of Recommendations

Jia Gai, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands

Read More

Featured

The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.