Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis

Fan, Xiaoya; Deng, Nianqi; Qian, Yi; Dong, Xinhua

doi:10.1007/s10551-020-04639-6

Cited by 38 publications

(44 citation statements)

References 98 publications

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“…This study uses correlation coefficients as effect sizes based on the procedures in the prior studies reviewed in the meta‐analysis (De Oliveira Santini et al, 2020; DelVecchio et al, 2006; Fan et al, 2020). The experimental literature does not directly report the correlation coefficients between discount frames and consumer responses; rather, it reports statistics such as the f value, partial η 2 , t value, mean, SD , and percentage.…”

Section: Methodsmentioning

confidence: 99%

“…Funnel plots and fail‐safe ratios were employed to further test publication bias (Fan et al, 2020). As shown in Figure 2, the 86 effect sizes are symmetrically distributed on both sides of the average effect size.…”

Section: Methodsmentioning

confidence: 99%

“…The adjusted correlation coefficients were converted to Fisher-z values for this meta-analysis. Details on the correlation coefficients are presented in Appendix A. Funnel plots and fail-safe ratios were employed to further test publication bias (Fan et al, 2020). As shown in Figure 2, the 86 effect sizes are symmetrically distributed on both sides of the average effect size.…”

Section: Effect Sizementioning

confidence: 99%

“…This study uses correlation coefficients as effect sizes based on the procedures in the prior studies reviewed in the meta-analysis (De Oliveira Santini et al, 2020;DelVecchio et al, 2006;Fan et al, 2020).…”

Section: Effect Sizementioning

confidence: 99%

See 3 more Smart Citations

When do amount‐off discounts result in more positive consumer responses? Meta‐analytic evidence

Yuan

Jiang

et al. 2021

Psychol Mark

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Extant research has examined the effects of amount‐off discounts on consumer responses, but the empirical findings are inconsistent. This study presents a meta‐analysis of 19 studies and 86 effect sizes (N = 12,003) calibrating the effects of discount frames on consumer responses. Amount‐off discounts are found to lead to positive consumer responses through positive changes in attitudes. Analyzing various moderators’ impacts shows that amount‐off discounts have different effects depending on the product price level, the product type, and the price promotion mode. For instance, amount‐off discounts tend to be more effective than percentage‐off discounts when the price is high, when the product type is material, and when the price promotion mode is a discount.

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Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Effect Sizementioning

confidence: 99%

Section: Effect Sizementioning

confidence: 99%

See 2 more Smart Citations

When do amount‐off discounts result in more positive consumer responses? Meta‐analytic evidence

Yuan

Jiang

et al. 2021

Psychol Mark

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“…For example, Johnson-Young and Magee's (2019) results showed that both personal involvement and collective efficacy positively influenced the respondents' attitudes towards the social cause, but negatively impacted attitudes towards the brand itself. However, most studies have found a positive influence of involvement on various attitudinal and behavioural outcomes (Fan et al, 2022), whether that involvement is as moderator (Bign e et al, 2010), mediator (Browning et al, 2018) or antecedent (Dhanesh and Nekmat, 2019;Grau and Folse, 2007). Hence, the following hypothesis is postulated: H3.…”

Section: The Effects Of Cause Involvement On Attitudesmentioning

confidence: 99%

How environmental gain messages affect cause involvement, attitude and behavioural intentions: the moderating effects of CSR scepticism and biospheric values

Stadlthanner

Andreu

Font

et al. 2022

CCIJ

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PurposeThis study examines the direct effect of outcome message frames (gain vs loss) on cause involvement and the moderating roles of consumers' corporate social responsibility (CSR) scepticism and biospheric values. Furthermore, the authors analyse (1) the effects of gain-framed messages on consumer attitudes towards an environmental cause (i.e. the use of reusable coffee cups) and towards the company promoting the cause (a coffee shop chain); (2) how consumer attitudes towards the cause affect their attitudes towards the company; and (3) how consumer attitudes towards both the cause and the company affect their behavioural intentions towards both the cause and the company.Design/methodology/approachUsing a 2 × 1 scenario-based, experimental design with a gain vs loss stimuli, Study 1 (n = 466) examines the moderating effects of CSR scepticism and biospheric values on the relationship between message framing and consumer cause involvement. Using gain-framed stimuli, Study 2 (n = 958) analyses the effects of cause involvement variations on attitudes and behaviours, through structural equation modelling.FindingsGain-framed messages are more effective than loss-framed messages at increasing cause involvement in consumers. Both CSR scepticism and biospheric values moderate the relationship between gain-framed messages and cause involvement. Cause involvement enhances consumer attitudes towards both the cause and the company promoting it, while company attitudes towards a cause positively influence consumers' behavioural intentions.Originality/valueThis study recommends that environmental CSR advertising managers should use gain-framed messages to positively influence consumer cause involvement.

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The effect of emotion type and similarity of experience on consumers' willingness to pay for cause‐related products: Construal level perspective

Luan,

Phan

2023

J of Consumer Behaviour

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Information complexity hinders consumer processing and reduces positive responses to cause‐related products. Previous studies on cause‐related marketing (CRM) have focused more on messaging effects on reducing information complexity, such as the presentation of the donation amount, cause description, and image displays. This study discusses the effect of construal fit on consumers' willingness to pay (WTP) for products sold through CRM by focusing on the emotional and perceptual aspects of prior experiences. Notably, sadness has a low‐level construal fit with a high similarity of experience, whereas happiness has a high‐level construal fit with a low similarity of experience. Study 1 employs a between‐subjects design, examining how the construal fit influences WTP for cause‐related products. The results of Study 2 reveal that when consumers are in a sad (happy) emotional state, the higher (lower) they perceive the similarity of their experiences with the cause, the greater their WTP increases owing to processing fluency. Study 3 reconfirms the mediating roles of perceptual and conceptual fluency irrespective of text‐based and visual advertisements for CRM, thus showing the robustness of the construal fit effect on the enhancement of the two types of processing fluency across advertising contexts. These findings contribute to the theoretical understanding of the construal fit between emotional and perceptual experiences in enhancing processing fluency in CRM and suggest that marketers can create a teaser ad that induces either a sad or similar experience or a happy or less similar experience before introducing a CRM campaign.

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Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis

Cited by 38 publications

References 98 publications

When do amount‐off discounts result in more positive consumer responses? Meta‐analytic evidence

When do amount‐off discounts result in more positive consumer responses? Meta‐analytic evidence

How environmental gain messages affect cause involvement, attitude and behavioural intentions: the moderating effects of CSR scepticism and biospheric values

The effect of emotion type and similarity of experience on consumers' willingness to pay for cause‐related products: Construal level perspective

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