The Effect of Cause Related Marketing (CRM) on Emotions and Attitudes

Abstract

Sales promotions that include cause-related marketing (CRM) appeals have become commonplace in today’s marketplace. An exploratory study found that sales promotions that contained a CRM appeal were perceived to be more emotional than everyday sales promotions. However, there was no significant difference between the attitudes for the two types of sales promotions. Emotionality of a CRM appeal appears to have an inverted U relationship with the size of the attached promotional incentive offered in the sales promotion.