Cause Marketing Effectiveness and the Moderating Role of Price Discounts
Cause Marketing Effectiveness and the Moderating Role of Price Discounts
复制标题
原因营销有效性和价格折扣的调节作用
DOI：
10.1509/jm.14.0003
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发表时间：
2014-11-01
影响因子：
12.9
通讯作者：
Aspara, Jaakko
中科院分区：
文献类型：
--
作者：
Andrews, Michelle;Luo, Xueming;Aspara, Jaakko
原因营销（CM）是否有效？如果是这样，价格折扣是否会缓和CM的有效性？尽管将产品销售与慈善捐赠联系起来的做法很普遍，但缺乏管理有效性的实地证据。对于那些想知道实验室实验的结果是否适用于实际消费者购买的经理们来说，这是一个特别值得关注的问题。通过对17000多名消费者的大规模随机现场实验，本研究证明了CM可以显著增加消费者的购买量。值得注意的是，第二个问题的答案更为复杂。在价格折扣的调节作用下，CM对销售购买的影响可能遵循倒u型关系，即当价格折扣适度而不是深度或不存在时，CM对销售购买的影响最强。后续的实验室实验表明，消费者从CM中获得的温暖的良好感觉代表了潜在的过程。这些发现为研究人员和管理人员提供了对CM对销售影响的边界条件和机制的新见解。
Can cause marketing (CM) be effective? If so, do price discounts moderate CM effectiveness? Despite the prevalence of linking product sales with donations to charity, field evidence of CM effectiveness is lacking. This is of particular concern for managers who wonder whether the findings of laboratory experiments extend to actual consumer purchases. Using large-scale randomized field experiments with more than 17,000 consumers, this research documents that CM can significantly increase consumer purchases. Notably, the answer to the second question is more complicated. Under the moderating role of price discounts, the impact of CM on sales purchases may follow an inverted U-shaped relationship—that is, strongest when price discounts are moderate rather than deep or absent. Follow-up lab experiments reveal that consumers' warm-glow good feelings from CM represent the underlying process. These findings provide novel insights into the boundary conditions and mechanisms of the sales impact of CM for researchers and managers alike.