The Moderating Influence of Consumers' Temporal Orientation on the Framing of Societal Needs and Corporate Responses in Cause-Related Marketing Campaigns

Abstract

The benefits associated with cause-related marketing (CRM) campaigns to both the sponsoring firm and its partnering nonprofit are well documented. However, the combination of the manner in which CRM messages are framed in advertisements and consumers' temporal orientation potentially alters a campaign's success. In an initial experiment, we assess the moderating role of temporal orientation on effects of the temporal framing of CRM messages. We extend these findings with a second experiment in which we evaluate whether an individual's temporal orientation affects their response to a CRM campaign based on the immediacy of the need and the timeliness of the response to the need. Findings indicate that consumers' temporal orientation (present or future) moderates the influence of the temporal framing within the ad (either proximal or distal) for a CRM campaign on attitudes and purchase intentions. In addition, attitude toward the CRM campaign mediates the effect of the three-way interaction on brand attitude and purchase intentions. Implications for both corporations and the nonprofits benefiting from CRM campaigns are offered.