Overcoming the Cause Marketing Paradox

• Published in: Asia Marketing Journal (Online) Vol. 19; no. 3; pp. 1 - 17
• Main Authors: Shinhyoung Lee, Youjae Yi
• Format: Journal Article
• Language: English
• 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
• ISSN: 1598-7868; 2765-6500
• DOI: 10.15830/amj.2017.19.3.1

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.