Sad Face Sells in Cause-Related Marketing? the Right Formula Based on Emotional Expression, Consumption Context and Consumer Differences in Implicit Self-Theories

We examine emotional expressions of a cause shown in cause-related marketing (CRM) advertising. We find that showing a sad emotion works for entity theorists in utilitarian consumption or incremental theorists in hedonic consumption. A happy emotion is advantageous for incremental theorists in hedonic consumption or entity theorists in utilitarian consumption.



Citation:

Chun-Tuan Chang, Zhao-Hong Cheng, Jing-Yi Chen, and Yu-kang Lee (2019) ,"Sad Face Sells in Cause-Related Marketing? the Right Formula Based on Emotional Expression, Consumption Context and Consumer Differences in Implicit Self-Theories", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 503-504.

Authors

Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Zhao-Hong Cheng, National Kaohsiung University of Science and Technology, Taiwan
Jing-Yi Chen, National Taichung University of Science and Technology
Yu-kang Lee, National Sun Yat-sen University, Taiwan



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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