Interdependent self-construal in collectivist cultures: Effects on compliance in a cause-related marketing context

Abstract

This study is a replication and extension of prior work on the effectiveness of causerelated marketing efforts. We show that compliance behavior across cultures can be different depending on the dominant self-construal paradigm prevalent in a given society. The original study had shown that people in independent self-construal societies (individualist countries such as the USA) are unwilling to follow up on their original commitment (to support rainforest protection) if compliance involves bearing the cost of such action (paying a higher price for a product where part of the price is donated to rainforest protection). This study, drawing on a sample of students at a midsized university in northern Poland, shows that commitment-consistency works in collectivist, interdependent self-construal societies in a different way: if the cause being supported is of a pro-social nature, people in such societies are willing to pay the higher product price to support it.

Influencing altruistic tourist behaviour: Persuasive communication to affect attitudes and self‐efficacy beliefs

“…Clearly, further research is needed to understand how individualistic messages may be received in a collectivistic culture, just as there have been studies on how altruistic messages are received in Western cultures (Brown et al, 2010;Sgalitzer et al, 2016;Vujko & Gaji, 2014;Warren et al, 2017). Further cross-cultural research is also needed to understand the relative importance of cultural dimensions on motivations for prosustainability behaviour, the role of altruism compared to reciprocity motivations in collectivistic cultures, and the role of agency in collectivistic behaviour (see Cho, Thyroff, Rapert, Park, & Lee, 2013;Font, Garay, & Jones, 2016;Gelfand et al, 2004;Vaidyanathan, Aggarwal, & Kozłowski, 2013;Vitell et al, 1993). Because collectivism is often the result of perceived proximity with the beneficiary of one's actions (Hofstede, 1980), further research is needed to understand how tapping into one's altruism may have different results for domestic or international tourists.…”

An Evolutionary Process Model of Cause‐Related Marketing and Systematic Review of the Empirical Literature

“…In a similar vein, exposure to negative news has a negative effect on perceived CRM ad credibility . The majority of articles analyzing Boenigk & Schuchardt, 2015;Chang, 2012a;Chattananon, Lawley, Supparerkchaisakul, & Leelayouthayothin, 2008;Cui, Trent, Sullivan, & Matiru, 2003;Dean, 2003;Hajjat, 2003;Human & Terblanche, 2012;Hyllegard et al, 2011;Jeong et al, 2013;Kim & Lee, 2009;Larson, 2001;Nan & Heo, 2007; Runte, Basil, & Deshpande, 2009;Shabbir et al, 2010;Sheikh & Beise-Zee, 2011;Singh, 2014;Singh et al, 2009;Strahilevitz & Myers, 1998;Vaidyanathan et al, 2013 Cui et al, 2003;Hou et al, 2008;Hyllegard et al, 2011;Lafferty & Edmondson, 2009 (2) Firm/Cause Characteristics *…”

“…Includes brand involvement, cause involvement, consumer philanthropic behavior experience with CRM, personal role, engagement, empowerment, and product involvement Berger et al, 1999;Chang, 2012a (2); Cheron et al, 2012;Chowdhury & Khare, 2011;Folse et al, 2010;Hajjat, 2003;Hou et al, 2008;Human & Terblanche, 2012;Hyllegard et al, 2011 (2); Koschate-Fischer et al, 2012; (2); Myers & Kwon, 2013;Pinto & Merkoth, 2013;Robinson et al, 2012;Trimble & Holmes, 2006;Vaidyanathan et al, 2013;Van den Brink et al, 2006 Preattitudes 23/18 Includes preattitudes toward the ad, preattitudes toward the brand, preattitudes toward the cause, preattitudes toward CRM, preattitudes toward the firm, preattitudes toward fit Barone et al, 2007;Basil & Herr, 2003 (3); Cui et al, 2003;Galan-Ladero et al, 2013; (2) number is the total number of IVs in that category; the second number is the number of articles that tested an IV in that category. * * The number in the parentheses is the number of IVs in that category that were tested in that article.…”

Impact of Consumers’ Self-Construal, Empathy, and Moral Identity on Purchase Intention toward Cause-Related Marketing Goods: A Perspective of the Moderated Mediation Model

“…Other studies have discovered that consumers with interdependent self-construal are more willing to pay higher prices for CRM products (Vaidyanathan et al, 2013). Hong and Chang (2015) believed that self-construal influences whether consumers make feeling-based or reason-based decisions;…”