Does Product-Cause Fit Matter? Influences of Execution Style and Consumer Self-accountability on Advertising for Cause-Related Marketing

• Main Authors: Yu-Ting Lin, 林昱婷
• Other Authors: Chun-Tuan (Debbie) Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/4r6v4x

碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === Cause-related marketing (CRM) is a marketing activity that a company donates a specific amount of money to a cause or to a non-profit organization through every purchase a customer made. Although CRM has become a popular marketing strategy for companies all over the world, consumers become skeptical about the inferred motives of the companies. Product-Cause fit is an important heuristic cue for consumers to determine whether the company is altruistic or not. In this research, advertising execution style and consumer individual differences in self-accountability are proposed as two moderators of product-cause fit in advertising effectiveness of CRM. Based on 2x2x2 factorial design, this research examines whether the impacts of product-cause fit (high v.s. low) and execution style (product-oriented v.s. cause-oriented) in adverting interact with consumer individual differences in self-accountability (high v.s. low). Product-cause fit and execution style were manipulated in ad materials while self-accountability was manipulated by a priming task. Advertising skepticism, attitudes toward the brand and purchase intention served as dependent measures for advertising effectiveness. The results indicate a three-way interaction among cause-product fit, execution style, and self-accountability on advertising effectiveness. For individual with low self-accountability, influences of high product-cause fit are significant, when being exposed to a cause-focused ad, but not significant when being exposed to a product-oriented ad. Opposite results are found with the individuals with high self-accountability.