MARC 主機 00000nam  2200349   4500 
001    AAI3234879 
005    20071220111628.5 
008    071220s2006                        eng d 
020    9780542880179 
035    (UMI)AAI3234879 
040    UMI|cUMI 
100 1  Vilela, Alexandra Magalhaes 
245 10 Exploring the relationship between gender and cause in 
       consumer processing of cause-related marketing 
300    360 p 
500    Source: Dissertation Abstracts International, Volume: 67-
       09, Section: A, page: 3213 
500    Adviser:  Michelle R. Nelson 
502    Thesis (Ph.D.)--The University of Wisconsin - Madison, 
520    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 
590    School code: 0262 
590    DDC 
650  4 Business Administration, Marketing 
650  4 Journalism 
650  4 Mass Communications 
690    0338 
690    0391 
690    0708 
710 20 The University of Wisconsin - Madison 
773 0  |tDissertation Abstracts International|g67-09A 
856 40 |u