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

O12. When do People Waste Time? Testing a Mechanism for Parkinson’s Law.

Holly S Howe, Duke University, USA
Tanya Chartrand, Duke University, USA

Read More

Featured

Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer

Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong

Read More

Featured

Understanding Consumer Sensory Preferences: An Ethnographic Investigation of Sensory Flamboyance and Subtlety in India

Tanuka Ghoshal, Baruch College, USA
Russell W. Belk, York University, 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.