Consumers’ Implicit Mindsets and Responses to Cause-Related Marketing Campaigns

This research shows that consumers’ implicit mindsets, whether they believe that characteristics can change (growth mindsets) or not (fixed mindsets), influence their responses to cause-related marketing. We also demonstrate that benefits offered (for the consumer or for those in need) and firm–cause fit (higher or lower) moderate the effects.



Citation:

Meng-Hua Hsieh and Ozge Yucel-Aybat (2018) ,"Consumers’ Implicit Mindsets and Responses to Cause-Related Marketing Campaigns", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 598-599.

Authors

Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Testing Theories of Goal Progress within Online Learning

Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA

Read More

Featured

When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions

Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA

Read More

Featured

G4. That's So Sweet: Baby Cuteness Semantically Activates Sweetness to Increase Sweet Food Preference

Shaheer Ahmed Rizvi, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada
Paul Richard Messinger, University of Alberta, Canada

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.