Individual vs.Aggregate—The Interaction Effect of Cause-Related Marketing Feedback Framing and Self-Construal on Consumer Response
Cause-related marketing as a form of corporate social responsibility has grown exponentially in the last 40 years.Existing research on cause-related marketing has mainly focused on its effectiveness by exploring the components and ad-vertising factors that influence consumers participation intention,with less attention paid to the donation feedback.The devel-opment of digital technology has enabled more and more companies to conduct donation feedback to consumers.Based on social identity theory and elaboration likelihood model,this article explored the interaction effect of cause-related marketing feedback framing and self-construal,internal mechanism and boundary conditions.With two experimental studies,we found that indi-vidual feedback(aggregate feedback)could induce independent(interdependent)consumers more positive attitude toward company.This is because the matching between feedback framing and self-construal could induce higher consumer-company identification.However,this matching effect was only supported for high cause involvement,but not for low cause involve-ment.By focusing for the first time on the cause-related marketing's donation feedback,this study develops new research per-spective of cause-related marketing and enriches feedback framing's research context and theoretical connotation.This research also offers practical insights to managers on how to design and execute donation feedback communication for cause-related mar-keting campaign.
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