Overcoming the Cause Marketing Paradox

The current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However,...

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Bibliographic Details
Published inAsia Marketing Journal (Online) Vol. 19; no. 3; pp. 1 - 17
Main Authors Shinhyoung Lee, Youjae Yi
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 01.10.2017
Korean Marketing Association
Subjects
cause marketing
cause marketing paradox
charitable giving
happiness
nostalgia
nostalgia
charitable giving
cause marketing
happiness
cause marketing paradox
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Summary:The current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However, the present research finds the opposite result by introducing nostalgia as a moderator; cause marketing can enhance consumers’ charity giving when their nostalgia is triggered. Moreover, results show that charitable giving increased by cause marketing improves feelings of happiness, suggesting that people view charitable behavior as a means of enhancing happiness. Interestingly, charitable giving and happiness are promoted by the situational priming of nostalgic events, but not by chronic individual differences such as nostalgia proneness.
ISSN:1598-7868
2765-6500
DOI:10.15830/amj.2017.19.3.1