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.
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.
Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg
NA - Advances in Consumer Research Volume 46 | 2018
Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice
Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA
An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity
Mathieu Alemany Oliver, Toulouse Business School
Justyna Kramarczyk, Adam Mickiewicz University in Poznan
L10. How Physical Distance and Power Distance Belief Affect Salesperson Evaluations and Purchase Intentions
Chia-Wei Joy Lin, University of Tennessee at Chattanooga
Saerom Lee, University of Texas at San Antonio, USA
Bingxuan Guo, University of Texas at San Antonio, USA