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
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