Small But Sincere: the Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns

We show the impact of firm size on Cause-Marketing (CM) effectiveness and the importance of gratitude that consumers feel for providing the donation opportunity. Smaller firms enjoy higher sincerity perceptions as they are perceived as doing more effort. This induces stronger gratitude and consumer intentions to buy the CM-promoted product.



Citation:

Eline L.E. De Vries and Lola C. Duque (2018) ,"Small But Sincere: the Impact of Firm Size and Gratitude on the Effectiveness of Cause-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: 827-828.

Authors

Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

P10. Omission Bias in the Gain vs. Loss Domain

Jen H. Park, Stanford University, USA

Read More

Featured

When Taking Action Means Accepting Responsibility: Omission Bias Predicts Reluctance to Vaccinate Due to Greater Anticipated Culpability for Negative Side Effects

Gary Sherman, Stony Brook University
Stacey R Finkelstein, Stony Brook University
Beth Vallen, Vilanova University, USA
Paul M Connell, Stony Brook University
Kristen Feemster, Vaccine Education Center at Children’s Hospital of Philadelphia and University of Pennsylvania, Perelman School of Medicine, USA

Read More

Featured

Corporate Social Responsibility and Dishonest Consumer Behavior

In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA

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.