作者 Vilela, Alexandra Magalhaes
書名 Exploring the relationship between gender and cause in consumer processing of cause-related marketing
國際標準書號 9780542880179
book jacket
說明 360 p
附註 Source: Dissertation Abstracts International, Volume: 67-09, Section: A, page: 3213
Adviser: Michelle R. Nelson
Thesis (Ph.D.)--The University of Wisconsin - Madison, 2006
Cause-related marketing (CRM), a tool of corporate social responsibility, has grown significantly since the beginning of the 1980s. The strategy consists of a contribution to a cause through a purchase of a product/service by consumers. This research set out to test the potential influence of gender and/or values on CRM message evaluations for a health/disease versus non-health/disease cause. A new model combining the Elaboration Likelihood Model and the Selectivity Model is tested. Additionally, by perceiving and processing corporations' intentions as exploitative, consumers may develop resistance toward the company, its brand, product, and the cause being supported. Whether consumers have negative attitudes and purchase intentions toward companies sponsoring causes is also examined in this research. A 2 (gender: women, men) x 2 (groups: treatment, control) x 2 (corporations: sponsoring health/disease, non-health/disease causes) within-subject repeated measures experimental design was applied. The experiment was divided in three sessions: (1) pretest, where participants rated two existing companies; (2) treatment, where priming effects of a social cause are measured; and (3) posttest, a two-week follow-up procedure to gauge participants' responses at a delay. A total of 444 students participated in the study. As predicted, women demonstrated more positive attitudes toward the company/brand/product sponsoring a health/disease cause and the sponsorship of a health/disease cause than did men. No evidence was found that women favored more a health/disease cause than a non-health/disease cause. Types of social causes did not affect individuals' involvement with the product of companies sponsoring social causes either. Although women evaluated themselves as more caring than did men, caring values did not mediate the relationship between gender and attitudes toward corporate sponsorship and purchase intentions. As expected, consumers demonstrated more resistance to CRM messages if they had less positive general attitudes toward corporate sponsorship of a social cause. Particularly, men showed more skepticism toward CRM programs than did women. However, the expectations for the Selectivity Model were not supported, as women and men did not process messages differently
School code: 0262
DDC
Host Item Dissertation Abstracts International 67-09A
主題 Business Administration, Marketing
Journalism
Mass Communications
0338
0391
0708
Alt Author The University of Wisconsin - Madison