Abstract
A cause-related marketing exchange model, investigating product-cause fit, donation format, and the moderating effects of need for cognition (on fit and format) on consumer purchase intentions, is tested. The results suggest that individuals who have a low need for cognition do not display a difference in purchase intentions for different permutations of product-cause fit and donation format. Individuals who have a high need for cognition, by contrast, indicate greater purchase intentions for an exact donation format when the product-cause fit is low, while exhibiting no difference when the product cause fit is high, regardless of the donation format.
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