Interdependent self-construal in collectivist cultures: Effects on compliance in a cause-related marketing context
This study is a replication and extension of prior work on the effectiveness of cause-related 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...
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Published in | Journal of marketing communications Vol. 19; no. 1; pp. 44 - 57 |
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Main Authors | , , |
Format | Journal Article |
Language | English |
Published |
London
Taylor & Francis Group
01.02.2013
Taylor & Francis Ltd |
Subjects | |
Online Access | Get full text |
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Summary: | This study is a replication and extension of prior work on the effectiveness of cause-related 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 mid-sized 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. |
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ISSN: | 1352-7266 1466-4445 |
DOI: | 10.1080/13527266.2011.551833 |