Abstract
Donation size is known to be one of the factors that determines the success of cause-related marketing (CRM), which is the most practical form of corporate social responsibility (CSR). Although various studies have investigated the influence of donation size on CRM, they have not shown clear results. In addition, no research has examined the mechanism of how consumers process donation-size information. In this study, we examined the effect of donation size on consumer responses, focusing on the differences in perceived benefits and perceived monetary sacrifice according to the construal level. Furthermore, we investigated the role of emoticons as a way to increase the intention to participate in CRM by lowering the consumers’ perceptions of monetary sacrifice. Study 1 showed that for consumers with a higher construal level who perceive donation size as benefits, donation size had positive effects on consumer responses, whereas for those with a lower construal level who perceive donation size as monetary sacrifice, it had negative effects on their responses. Study 2 showed that emoticons attenuated the interaction effect of donation size and construal level. Finally, the implications of this study are discussed.
Highlights
As interest in corporate social responsibility (CSR), considered to be an indispensable part of corporate sustainability-related activities, has increased [1], cause-related marketing (CRM), the most practical form of CSR [2] has increased [3]
This study investigates the effect of donation size on consumer responses such as product attitudes and intentions to participate in CRM, focusing on the difference of perceived benefits and monetary sacrifice according to construal level
The ANOVA results for Behavioral Identification Form (BIF) scores revealed only the main effect of construal level (F = 4.329, p < 0.05), showing that participants primed with a higher construal level (M = 13.93) have a higher construal level than those primed with a lower construal level (M = 12.15)
Summary
As interest in corporate social responsibility (CSR), considered to be an indispensable part of corporate sustainability-related activities, has increased [1], cause-related marketing (CRM), the most practical form of CSR [2] has increased [3]. We investigate the effect of donation size and its mechanism by focusing on the perceived benefits and monetary sacrifice of consumers. Consumers at higher construal levels focus on the benefits or values of behaviors or objects, while those at lower construal levels focus on the acquisition or feasibility of value [14,15]. Based on these findings, this study investigates the effect of donation size on consumer responses such as product attitudes and intentions to participate in CRM, focusing on the difference of perceived benefits and monetary sacrifice according to construal level
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