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



Share Proceeding

Featured papers

See More

Featured

Show Me More! Powerlessness Drives Variety Seeking

Wangshuai Wang, Shanghai University of International Business and Economics
Raj Raghunathan, University of Texas at Austin, USA
Dinesh Gauri, University of Arkansas, USA

Read More

Featured

Signaling Fun: Anticipated Sharing Leads to Hedonic Choice

Nicole Kim, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA

Read More

Featured

Don't Troll Me Bro: A Study of Griefing in Video Games

Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University

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.