10E Does Imagining Seeing Bad Make You Not Do Good? the Effect of Identity-Based and Product Factors on Consumer Response to Cause Marketing Offers

Can witnessing a moral transgression (e.g., shoplifting) by another individual affect a consumer’s response to cause marketing (CM) offers? Across three experiments, we demonstrate that, based on the particular dimensions of consumer identity activated during decision making, consumers may respond less or more favorably to such CM offers.



Citation:

Katina Kulow, Mina Kwon, and Mike Barone (2019) ,"10E Does Imagining Seeing Bad Make You Not Do Good? the Effect of Identity-Based and Product Factors on Consumer Response to Cause Marketing Offers", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 980-980.

Authors

Katina Kulow, University of Louisville, USA
Mina Kwon, University of Louisville, USA
Mike Barone, University of Louisville, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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