When the Face of Need Backfires: the Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Marketing Advertisements

We demonstrate that, in cause-related marketing (CRM) advertisements, displaying the image of a person in need with sad (vs. happy and neutral) expressions leads consumers to infer stronger manipulative intent of the advertisement, which lowers its effectiveness. The effect is moderated by consumers’ skepticism towards CRM and cause-centrality.



Citation:

In-Hye Kang, Marijke Leliveld, and Rosellina Ferraro (2018) ,"When the Face of Need Backfires: the Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Marketing Advertisements", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 279-280.

Authors

In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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