IDEAS home Printed from https://ideas.repec.org/a/eee/jouret/v86y2010i4p295-309.html
   My bibliography  Save this article

Cause-Relating Marketing: The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inferences and Participation Intentions

Author

Listed:
  • Folse, Judith Anne Garretson
  • Niedrich, Ronald W.
  • Grau, Stacy Landreth

Abstract

A conceptual model for a cause-related marketing (CRM) campaign, which examines the effects of purchase quantity and firm donation amount on consumer perceptions of the firm (i.e., firm motive and corporate social responsibility) and participation intentions, is developed and tested in three separate studies. In Study 1, we find the positive effect of firm donation amount on participation intentions was fully mediated by consumer inferences about the firm and the negative effect of purchase quantity on participation intentions was only partially mediated by these inferences. In Study 2, and consistent with the persuasion knowledge model, we demonstrate that the effects of purchase quantity on firm inferences and subsequent participation intentions are moderated by consumer participation effort where higher participation requirements (e.g., mail-in proof-of-purchase) yield more negative purchase quantity effects. We extend the model in Study 3 to incorporate multiple exchange mechanisms and find that although purchase quantity does affect participation intentions by social exchange, the effects of purchase quantity are primarily the result of the economic exchange. Recommendations for the design of cause-related marketing campaigns and for future research are discussed.

Suggested Citation

  • Folse, Judith Anne Garretson & Niedrich, Ronald W. & Grau, Stacy Landreth, 2010. "Cause-Relating Marketing: The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inferences and Participation Intentions," Journal of Retailing, Elsevier, vol. 86(4), pages 295-309.
  • Handle: RePEc:eee:jouret:v:86:y:2010:i:4:p:295-309
    DOI: 10.1016/j.jretai.2010.02.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0022435910000126
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jretai.2010.02.005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Fisher, Robert J & Ackerman, David, 1998. "The Effects of Recognition and Group Need on Volunteerism: A Social Norm Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(3), pages 262-275, December.
    2. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    3. Luce, Mary Frances, 1998. "Choosing to Avoid: Coping with Negatively Emotion-Laden Consumer Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 409-433, March.
    4. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    5. Bolton, Lisa E & Warlop, Luk & Alba, Joseph W, 2003. "Consumer Perceptions of Price (Un)Fairness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 474-491, March.
    6. Ariel Rubinstein, 2007. "Instinctive and Cognitive Reasoning: A Study of Response Times," Economic Journal, Royal Economic Society, vol. 117(523), pages 1243-1259, October.
    7. Meyers-Levy, Joan & Tybout, Alice M, 1989. "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 39-54, June.
    8. Ariel Rubinstein, 2007. "Instinctive and Cognitive Reasoning: Response Times Study," Levine's Bibliography 321307000000001011, UCLA Department of Economics.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Seo, Jinhee & Sung, Yoon Hi & Yoon, Doyle, 2024. "“It doesn't bother me that much”: The congruence effect of product types and ad appeals on the effectiveness of sponsored ads on Instagram," Journal of Business Research, Elsevier, vol. 185(C).
    2. Ispano, Alessandro & Schwardmann, Peter, 2017. "Cooperating over losses and competing over gains: A social dilemma experiment," Games and Economic Behavior, Elsevier, vol. 105(C), pages 329-348.
    3. Gisèle Umbhauer, 2019. "Traveler’s dilemma : how the value of the luggage influences behavior," Working Papers of BETA 2019-13, Bureau d'Economie Théorique et Appliquée, UDS, Strasbourg.
    4. Anna Louisa Merkel & Johannes Lohse, 2019. "Is fairness intuitive? An experiment accounting for subjective utility differences under time pressure," Experimental Economics, Springer;Economic Science Association, vol. 22(1), pages 24-50, March.
    5. Tiziana Assenza & Te Bao & Cars Hommes & Domenico Massaro, 2014. "Experiments on Expectations in Macroeconomics and Finance," Research in Experimental Economics, in: Experiments in Macroeconomics, volume 17, pages 11-70, Emerald Group Publishing Limited.
    6. Rosbergen, Edward & Wedel, Michel & Pieters, Rik, 1997. "Analyzing visual attention tot repeated print advertising using scanpath theory," Research Report 97B32, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    7. Eamonn Ferguson & John Maltby & Peter A Bibby & Claire Lawrence, 2014. "Fast to Forgive, Slow to Retaliate: Intuitive Responses in the Ultimatum Game Depend on the Degree of Unfairness," PLOS ONE, Public Library of Science, vol. 9(5), pages 1-8, May.
    8. Pintér, Ágnes & Veszteg, Róbert F., 2010. "Minority vs. majority: An experimental study of standardized bids," European Journal of Political Economy, Elsevier, vol. 26(1), pages 36-50, March.
    9. Fehr, Dietmar & Sutter, Matthias, 2019. "Gossip and the efficiency of interactions," Games and Economic Behavior, Elsevier, vol. 113(C), pages 448-460.
    10. Marco Castillo & Gregory Leo & Ragan Petrie, 2013. "Room Effects," Working Papers 1040, George Mason University, Interdisciplinary Center for Economic Science, revised Apr 2013.
    11. Fennell, Patrick B. & Coleman, Joshua T. & Kuo, Andrew, 2020. "The moderating role of donation quantifiers on price fairness judgments," Journal of Business Research, Elsevier, vol. 110(C), pages 464-473.
    12. Te Bao & Cars Hommes & Tomasz Makarewicz, 2017. "Bubble Formation and (In)Efficient Markets in Learning‐to‐forecast and optimise Experiments," Economic Journal, Royal Economic Society, vol. 127(605), pages 581-609, October.
    13. Konrad Grabiszewski & Alex Horenstein, 2022. "Profiling dynamic decision-makers," PLOS ONE, Public Library of Science, vol. 17(4), pages 1-22, April.
    14. Bruttel, Lisa & Fischbacher, Urs, 2013. "Taking the initiative. What characterizes leaders?," European Economic Review, Elsevier, vol. 64(C), pages 147-168.
    15. Hyeong Kim & Thomas Kramer, 2006. "“Pay 80%” versus “get 20% off”: The effect of novel discount presentation on consumers’ deal perceptions," Marketing Letters, Springer, vol. 17(4), pages 311-321, December.
    16. Glazer, Jacob & Rubinstein, Ariel, 2024. "Making predictions based on data: Holistic and atomistic procedures," Journal of Economic Theory, Elsevier, vol. 216(C).
    17. Jérôme Hergueux & Nicolas Jacquemet, 2015. "Social preferences in the online laboratory: a randomized experiment," Experimental Economics, Springer;Economic Science Association, vol. 18(2), pages 251-283, June.
    18. Nagel, Rosemarie & Bühren, Christoph & Frank, Björn, 2017. "Inspired and inspiring: Hervé Moulin and the discovery of the beauty contest game," Mathematical Social Sciences, Elsevier, vol. 90(C), pages 191-207.
    19. Nicolas Jacquemet & Robert-Vincent Joule & Stéphane Luchini & Antoine Malézieux, 2016. "Engagement et incitations : comportements économiques sous serment," L'Actualité Economique, Société Canadienne de Science Economique, vol. 92(1-2), pages 315-349.
    20. Syngjoo Choi & Jeongbin Kim & Eungik Lee & Jungmin Lee, 2022. "Probability Weighting and Cognitive Ability," Management Science, INFORMS, vol. 68(7), pages 5201-5215, July.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jouret:v:86:y:2010:i:4:p:295-309. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.