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The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination


  • Jae-Eun Kim


  • Kim Johnson



This research was focused on investigating why some consumers might support cause-related marketing campaigns for reasons other than personal benefit by examining the influence of moral emotions and cultural orientation. The authors investigated the extent to which moral emotions operate differently across a cultural variable (US versus Korea) and an individual difference variable (self-construal). A survey method was utilised. Data were collected from a convenience sample of US (n = 180) and Korean (n = 191) undergraduates. Moral emotions significantly influenced purchase intention for a social-cause product. The influence of an ego-focused moral emotion (i.e., pride) on purchase intention was greater for US than Korean participants. The influence of another-focused moral emotion (i.e., guilt) on purchase intention was greater for high-interdependent participants than for low-interdependent participants. The findings of this research provide important and relevant implications to marketers and policy makers in developing persuasive messages and customer relationship programmes. Copyright Springer Science+Business Media B.V. 2013

Suggested Citation

  • Jae-Eun Kim & Kim Johnson, 2013. "The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination," Journal of Business Ethics, Springer, vol. 112(1), pages 79-90, January.
  • Handle: RePEc:kap:jbuset:v:112:y:2013:i:1:p:79-90
    DOI: 10.1007/s10551-012-1233-6

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    References listed on IDEAS

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    Cited by:

    1. Ghi-Feng Yen & Hsin-Ti Yang, 2018. "Does Consumer Empathy Influence Consumer Responses to Strategic Corporate Social Responsibility? The Dual Mediation of Moral Identity," Sustainability, MDPI, Open Access Journal, vol. 10(6), pages 1-17, May.
    2. Gary M. Fleischman & Eric N. Johnson & Kenton B. Walker & Sean R. Valentine, 2019. "Ethics Versus Outcomes: Managerial Responses to Incentive-Driven and Goal-Induced Employee Behavior," Journal of Business Ethics, Springer, vol. 158(4), pages 951-967, September.
    3. João Guerreiro & Paulo Rita & Duarte Trigueiros, 2016. "A Text Mining-Based Review of Cause-Related Marketing Literature," Journal of Business Ethics, Springer, vol. 139(1), pages 111-128, November.
    4. Small, Felicity & Mehmet, Michael & Miles, Morgan P., 2019. "Applying a causal ambush marketing framework to social media: The ‘Pleasure is Diverse’ campaign and the Australian marriage amendment," Australasian marketing journal, Elsevier, vol. 27(3), pages 149-157.
    5. Ali Asghar Rashid & Ali Hamidizade & Mohhamad Rahim Esfidani & Hasan Zaree Matin, 2016. "The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services)," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 2(3), pages 233-247.
    6. Cammie Hensley & Sonali Diddi & Karen Hyllegard, 2019. "Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth," Social Sciences, MDPI, Open Access Journal, vol. 8(8), pages 1-20, August.
    7. Heidarian, Elham, 2017. "An empirical research of consumers' trust propensity in CRM successes," Wirtschaftswissenschaftliche Diskussionspapiere 06/2017, University of Greifswald, Faculty of Law and Economics.
    8. Xie, Chunyan & Bagozzi, Richard P. & Grønhaug, Kjell, 2019. "The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences," Journal of Business Research, Elsevier, vol. 95(C), pages 514-530.
    9. Karen Winterich & Andrea Morales & Vikas Mittal, 2015. "Disgusted or Happy, It is not so Bad: Emotional Mini-Max in Unethical Judgments," Journal of Business Ethics, Springer, vol. 130(2), pages 343-360, August.
    10. De Vries, Eline L.E. & Duque, Lola C., 2018. "Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns," Journal of Retailing, Elsevier, vol. 94(4), pages 352-363.
    11. Sudbury-Riley, Lynn & Kohlbacher, Florian, 2016. "Ethically minded consumer behavior: Scale review, development, and validation," Journal of Business Research, Elsevier, vol. 69(8), pages 2697-2710.
    12. Sylvia Grewatsch & Ingo Kleindienst, 2017. "When Does It Pay to be Good? Moderators and Mediators in the Corporate Sustainability–Corporate Financial Performance Relationship: A Critical Review," Journal of Business Ethics, Springer, vol. 145(2), pages 383-416, October.
    13. Anita Tkocz, 2015. "Cause Related Marketing As A Strategy For Cooperation Between Business And Non-Profit Organizations," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 9(1), pages 216-222.
    14. Diogo Hildebrand & Yoshiko Demotta & Sankar Sen & Ana Valenzuela, 2017. "Consumer Responses to Corporate Social Responsibility (CSR) Contribution Type," Grenoble Ecole de Management (Post-Print) hal-01576949, HAL.
    15. Ling Zheng & Yunxia Zhu & Ruochen Jiang, 2019. "The Mediating Role of Moral Elevation in Cause-Related Marketing: A Moral Psychological Perspective," Journal of Business Ethics, Springer, vol. 156(2), pages 439-454, May.
    16. Chun-Tuan Chang & Zhao-Hong Cheng, 2015. "Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing," Journal of Business Ethics, Springer, vol. 127(2), pages 337-350, March.
    17. Lamberto Zollo & Massimiliano Matteo Pellegrini & Cristiano Ciappei, 2017. "What Sparks Ethical Decision Making? The Interplay Between Moral Intuition and Moral Reasoning: Lessons from the Scholastic Doctrine," Journal of Business Ethics, Springer, vol. 145(4), pages 681-700, November.
    18. Paolo Antonetti & Stan Maklan, 2014. "Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices," Journal of Business Ethics, Springer, vol. 124(1), pages 117-134, September.


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