Cause-Related Marketing Is Not Always Less Favorable Than Corporate Philanthropy: The Moderating Role of Self-Construal

Time：April 14th (Thursday) 10:30 -12noon

Location: Zhifuxuan, National School of Development, Peking U.

Speaker: 黄韫慧, 南京大学商学院市场营销系副教授

 

Abstract：

The present research examined the effectiveness of Cause-Related Marketing (CRM) relative to Corporate Philanthropy in enhancing brand related outcomes and the moderating role of self-construal. We demonstrated that cause-related marketing overall helps less in improving brand image, consumer self-brand connection, and purchase intention than corporate philanthropy. However, this differential effect between the two types of corporate social responsibility approaches is moderated by consumers’ self-construal. Consumers with interdependent self-construal, but not those with independent self-construal, either measured (Studies 1, 3 and 4) or primed (Study 2),responded to CRM as favorably as they did to corporate philanthropy. A survey about real CSR activities in Study 5 further confirms that the relative disadvantage of CRM relative to corporate philanthropy is negatively associated with interdependent self-construal. However, when the reciprocity norm was made salient through an irrelevant task, independent consumers responded like people with interdependent self-construal among whom the reciprocity norm is already salient spontaneously (Study 4).

 

嘉宾简介：

南京大学商学院市场营销系副教授(2013-)。南京大学商学院市场营销系讲师(2011-2012)。美国西北大学访问学者（2013.01-2014.01）。北京大学心理学系学士/经济学学士(2006.07)、博士(2011.01)，美国加州大学伯克利分校访问学生（2007.08-2008.08）。主要从事消费行为学研究。.