Egoism or Altruism? The Influence of Cause-Related Marketing on Customers’ Extra-Role Behavior

Zhang Hui,Hu Wenan

doi:10.3389/fpsyg.2022.799336

Abstract

Based on attribution theory and regulatory focus theory, this paper discusses the influence mechanism of cause-related marketing on customers’ extra-role behavior and the moderating effects of customer promotion focus and customer prevention focus. The results show that egoistic cause-related marketing (ECRM) has a negative impact on customer extra-role behavior, while altruistic cause-related marketing has a positive impact on customer extra-role behavior. Customer promotion focus has a significant positive moderating effect on the negative impact of ECRM on customer extra-role behavior; customer promotion focus also has a significant positive moderating effect on the positive effect of altruistic cause-related marketing on customer extra-role behavior. There is a significant negative moderating effect of customer prevention focus on the negative impact of ECRM on customer extra-role behavior, while there is a significant positive moderating effect of customer prevention focus on the positive impact of altruistic cause-related marketing on customer extra-role behavior.

Highlights

According to the trait regulatory questionnaire filled out by the subjects in the pre-test phase, this experiment found that 76 subjects were clHELPified into the promotion focus group, and 48 subjects belonged to the prevention focus group
In the promotion focus group, men accounted for 40.8% (31 people) and women accounted for 59.2% (45 people); in the prevention focus group, men accounted for 39.6% (19 people) and women accounted for 60.4% (29 people)
Based on attribution theory and regulatory focus theory, this research explores the influence of enterprise cause-related marketing on customer extra-role behavior, and examines the moderating effect of customer promotion focus and customer prevention focus

Summary

Introduction

With the continuous development of the market economy, the competition among enterprises has become increasingly fierce, and the awareness of customer citizenship has continued to increase, which puts forward higher requirements for enterprises to fulfill their social responsibilities (Lu et al, 2020). In the context of the COVID-19, how to balance enterprise operation and social responsibility has become a difficult problem for entrepreneurs (Shen et al, 2017). Cause-related marketing (CRM) is an effective way for enterprises to break through the marketing dilemma and enhance business value (Guerreiro et al, 2016). It provides a good opportunity for enterprises to fulfill their social responsibilities (Mo, 2021). Enterprises develop CRM activities to establish a good corporate image in the eyes of customers. Nongfu Springs called for “Buy a bottle of Nongfu Springs, donate 1 cent for the Hope Project,” Ali Group’s “Ant Forest” and WeChat campaign

Results

Discussion

Conclusion