The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence

Abstract Cause-related marketing (CM) is the creation of a mutually beneficial relationship between a company and a nonprofit organization, with the dual objectives of boosting profit for the company and promoting the cause of the nonprofit. The present research demonstrates that mere exposure to CM...
Ausführliche Beschreibung

Gespeichert in:

Autor*in:	Chang, Chun-Tuan [verfasserIn] Chu, Xing-Yu (Marcos)

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2019

Schlagwörter:	Cause-related marketing Self-indulgence Purchase with a cause Product type Warm glow Misattribution effect

Anmerkung:	© Academy of Marketing Science 2019

Übergeordnetes Werk:	Enthalten in: Journal of the Academy of Marketing Science - Dordrecht : Springer Netherlands, 1973, 48(2019), 2 vom: 17. Juli, Seite 203-221
Übergeordnetes Werk:	volume:48 ; year:2019 ; number:2 ; day:17 ; month:07 ; pages:203-221

Links:	Volltext

DOI / URN:	10.1007/s11747-019-00675-5

Katalog-ID:	SPR022328076

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allfields	10.1007/s11747-019-00675-5 doi (DE-627)SPR022328076 (SPR)s11747-019-00675-5-e DE-627 ger DE-627 rakwb eng Chang, Chun-Tuan verfasserin aut The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence 2019 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Academy of Marketing Science 2019 Abstract Cause-related marketing (CM) is the creation of a mutually beneficial relationship between a company and a nonprofit organization, with the dual objectives of boosting profit for the company and promoting the cause of the nonprofit. The present research demonstrates that mere exposure to CM evokes in consumers a desire to be prosocial and reduces the likelihood of self-indulgent choices. However, the act of purchasing CM products may provide consumers with a “warm glow” feeling from being prosocial. This feeling of a warm glow licenses subsequent self-indulgent behaviors, especially when the product with a cause is hedonic (vs. utilitarian) in nature. We further find that when the warm glow feeling is misattributed to something else (e.g., weather), the licensing effect is reduced. By distinguishing between the pre- and post-purchase effects of cause-related products, this research offers practical insights to managers on how to design and execute CM strategies. Cause-related marketing (dpeaa)DE-He213 Self-indulgence (dpeaa)DE-He213 Purchase with a cause (dpeaa)DE-He213 Product type (dpeaa)DE-He213 Warm glow (dpeaa)DE-He213 Misattribution effect (dpeaa)DE-He213 Chu, Xing-Yu (Marcos) aut Enthalten in Journal of the Academy of Marketing Science Dordrecht : Springer Netherlands, 1973 48(2019), 2 vom: 17. Juli, Seite 203-221 (DE-627)341346462 (DE-600)2067360-7 1552-7824 nnns volume:48 year:2019 number:2 day:17 month:07 pages:203-221 https://dx.doi.org/10.1007/s11747-019-00675-5 lizenzpflichtig Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_266 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2070 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2116 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 48 2019 2 17 07 203-221
spelling	10.1007/s11747-019-00675-5 doi (DE-627)SPR022328076 (SPR)s11747-019-00675-5-e DE-627 ger DE-627 rakwb eng Chang, Chun-Tuan verfasserin aut The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence 2019 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Academy of Marketing Science 2019 Abstract Cause-related marketing (CM) is the creation of a mutually beneficial relationship between a company and a nonprofit organization, with the dual objectives of boosting profit for the company and promoting the cause of the nonprofit. The present research demonstrates that mere exposure to CM evokes in consumers a desire to be prosocial and reduces the likelihood of self-indulgent choices. However, the act of purchasing CM products may provide consumers with a “warm glow” feeling from being prosocial. This feeling of a warm glow licenses subsequent self-indulgent behaviors, especially when the product with a cause is hedonic (vs. utilitarian) in nature. We further find that when the warm glow feeling is misattributed to something else (e.g., weather), the licensing effect is reduced. By distinguishing between the pre- and post-purchase effects of cause-related products, this research offers practical insights to managers on how to design and execute CM strategies. Cause-related marketing (dpeaa)DE-He213 Self-indulgence (dpeaa)DE-He213 Purchase with a cause (dpeaa)DE-He213 Product type (dpeaa)DE-He213 Warm glow (dpeaa)DE-He213 Misattribution effect (dpeaa)DE-He213 Chu, Xing-Yu (Marcos) aut Enthalten in Journal of the Academy of Marketing Science Dordrecht : Springer Netherlands, 1973 48(2019), 2 vom: 17. Juli, Seite 203-221 (DE-627)341346462 (DE-600)2067360-7 1552-7824 nnns volume:48 year:2019 number:2 day:17 month:07 pages:203-221 https://dx.doi.org/10.1007/s11747-019-00675-5 lizenzpflichtig Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_266 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2070 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2116 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 48 2019 2 17 07 203-221
allfields_unstemmed	10.1007/s11747-019-00675-5 doi (DE-627)SPR022328076 (SPR)s11747-019-00675-5-e DE-627 ger DE-627 rakwb eng Chang, Chun-Tuan verfasserin aut The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence 2019 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Academy of Marketing Science 2019 Abstract Cause-related marketing (CM) is the creation of a mutually beneficial relationship between a company and a nonprofit organization, with the dual objectives of boosting profit for the company and promoting the cause of the nonprofit. The present research demonstrates that mere exposure to CM evokes in consumers a desire to be prosocial and reduces the likelihood of self-indulgent choices. However, the act of purchasing CM products may provide consumers with a “warm glow” feeling from being prosocial. This feeling of a warm glow licenses subsequent self-indulgent behaviors, especially when the product with a cause is hedonic (vs. utilitarian) in nature. We further find that when the warm glow feeling is misattributed to something else (e.g., weather), the licensing effect is reduced. By distinguishing between the pre- and post-purchase effects of cause-related products, this research offers practical insights to managers on how to design and execute CM strategies. Cause-related marketing (dpeaa)DE-He213 Self-indulgence (dpeaa)DE-He213 Purchase with a cause (dpeaa)DE-He213 Product type (dpeaa)DE-He213 Warm glow (dpeaa)DE-He213 Misattribution effect (dpeaa)DE-He213 Chu, Xing-Yu (Marcos) aut Enthalten in Journal of the Academy of Marketing Science Dordrecht : Springer Netherlands, 1973 48(2019), 2 vom: 17. Juli, Seite 203-221 (DE-627)341346462 (DE-600)2067360-7 1552-7824 nnns volume:48 year:2019 number:2 day:17 month:07 pages:203-221 https://dx.doi.org/10.1007/s11747-019-00675-5 lizenzpflichtig Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_266 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2070 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2116 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 48 2019 2 17 07 203-221
allfieldsGer	10.1007/s11747-019-00675-5 doi (DE-627)SPR022328076 (SPR)s11747-019-00675-5-e DE-627 ger DE-627 rakwb eng Chang, Chun-Tuan verfasserin aut The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence 2019 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Academy of Marketing Science 2019 Abstract Cause-related marketing (CM) is the creation of a mutually beneficial relationship between a company and a nonprofit organization, with the dual objectives of boosting profit for the company and promoting the cause of the nonprofit. The present research demonstrates that mere exposure to CM evokes in consumers a desire to be prosocial and reduces the likelihood of self-indulgent choices. However, the act of purchasing CM products may provide consumers with a “warm glow” feeling from being prosocial. This feeling of a warm glow licenses subsequent self-indulgent behaviors, especially when the product with a cause is hedonic (vs. utilitarian) in nature. We further find that when the warm glow feeling is misattributed to something else (e.g., weather), the licensing effect is reduced. By distinguishing between the pre- and post-purchase effects of cause-related products, this research offers practical insights to managers on how to design and execute CM strategies. Cause-related marketing (dpeaa)DE-He213 Self-indulgence (dpeaa)DE-He213 Purchase with a cause (dpeaa)DE-He213 Product type (dpeaa)DE-He213 Warm glow (dpeaa)DE-He213 Misattribution effect (dpeaa)DE-He213 Chu, Xing-Yu (Marcos) aut Enthalten in Journal of the Academy of Marketing Science Dordrecht : Springer Netherlands, 1973 48(2019), 2 vom: 17. Juli, Seite 203-221 (DE-627)341346462 (DE-600)2067360-7 1552-7824 nnns volume:48 year:2019 number:2 day:17 month:07 pages:203-221 https://dx.doi.org/10.1007/s11747-019-00675-5 lizenzpflichtig Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_266 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2070 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2116 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 48 2019 2 17 07 203-221
allfieldsSound	10.1007/s11747-019-00675-5 doi (DE-627)SPR022328076 (SPR)s11747-019-00675-5-e DE-627 ger DE-627 rakwb eng Chang, Chun-Tuan verfasserin aut The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence 2019 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Academy of Marketing Science 2019 Abstract Cause-related marketing (CM) is the creation of a mutually beneficial relationship between a company and a nonprofit organization, with the dual objectives of boosting profit for the company and promoting the cause of the nonprofit. The present research demonstrates that mere exposure to CM evokes in consumers a desire to be prosocial and reduces the likelihood of self-indulgent choices. However, the act of purchasing CM products may provide consumers with a “warm glow” feeling from being prosocial. This feeling of a warm glow licenses subsequent self-indulgent behaviors, especially when the product with a cause is hedonic (vs. utilitarian) in nature. We further find that when the warm glow feeling is misattributed to something else (e.g., weather), the licensing effect is reduced. By distinguishing between the pre- and post-purchase effects of cause-related products, this research offers practical insights to managers on how to design and execute CM strategies. Cause-related marketing (dpeaa)DE-He213 Self-indulgence (dpeaa)DE-He213 Purchase with a cause (dpeaa)DE-He213 Product type (dpeaa)DE-He213 Warm glow (dpeaa)DE-He213 Misattribution effect (dpeaa)DE-He213 Chu, Xing-Yu (Marcos) aut Enthalten in Journal of the Academy of Marketing Science Dordrecht : Springer Netherlands, 1973 48(2019), 2 vom: 17. Juli, Seite 203-221 (DE-627)341346462 (DE-600)2067360-7 1552-7824 nnns volume:48 year:2019 number:2 day:17 month:07 pages:203-221 https://dx.doi.org/10.1007/s11747-019-00675-5 lizenzpflichtig Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_266 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2070 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2116 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 48 2019 2 17 07 203-221
language	English
source	Enthalten in Journal of the Academy of Marketing Science 48(2019), 2 vom: 17. Juli, Seite 203-221 volume:48 year:2019 number:2 day:17 month:07 pages:203-221
sourceStr	Enthalten in Journal of the Academy of Marketing Science 48(2019), 2 vom: 17. Juli, Seite 203-221 volume:48 year:2019 number:2 day:17 month:07 pages:203-221
format_phy_str_mv	Article
institution	findex.gbv.de
topic_facet	Cause-related marketing Self-indulgence Purchase with a cause Product type Warm glow Misattribution effect
isfreeaccess_bool	false
container_title	Journal of the Academy of Marketing Science
authorswithroles_txt_mv	Chang, Chun-Tuan @@aut@@ Chu, Xing-Yu (Marcos) @@aut@@
publishDateDaySort_date	2019-07-17T00:00:00Z
hierarchy_top_id	341346462
id	SPR022328076
language_de	englisch
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author	Chang, Chun-Tuan
spellingShingle	Chang, Chun-Tuan misc Cause-related marketing misc Self-indulgence misc Purchase with a cause misc Product type misc Warm glow misc Misattribution effect The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence
authorStr	Chang, Chun-Tuan
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topic_title	The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence Cause-related marketing (dpeaa)DE-He213 Self-indulgence (dpeaa)DE-He213 Purchase with a cause (dpeaa)DE-He213 Product type (dpeaa)DE-He213 Warm glow (dpeaa)DE-He213 Misattribution effect (dpeaa)DE-He213
topic	misc Cause-related marketing misc Self-indulgence misc Purchase with a cause misc Product type misc Warm glow misc Misattribution effect
topic_unstemmed	misc Cause-related marketing misc Self-indulgence misc Purchase with a cause misc Product type misc Warm glow misc Misattribution effect
topic_browse	misc Cause-related marketing misc Self-indulgence misc Purchase with a cause misc Product type misc Warm glow misc Misattribution effect
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title	The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence
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title_full	The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence
author_sort	Chang, Chun-Tuan
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author_browse	Chang, Chun-Tuan Chu, Xing-Yu (Marcos)
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title_sort	give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence
title_auth	The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence
abstract	Abstract Cause-related marketing (CM) is the creation of a mutually beneficial relationship between a company and a nonprofit organization, with the dual objectives of boosting profit for the company and promoting the cause of the nonprofit. The present research demonstrates that mere exposure to CM evokes in consumers a desire to be prosocial and reduces the likelihood of self-indulgent choices. However, the act of purchasing CM products may provide consumers with a “warm glow” feeling from being prosocial. This feeling of a warm glow licenses subsequent self-indulgent behaviors, especially when the product with a cause is hedonic (vs. utilitarian) in nature. We further find that when the warm glow feeling is misattributed to something else (e.g., weather), the licensing effect is reduced. By distinguishing between the pre- and post-purchase effects of cause-related products, this research offers practical insights to managers on how to design and execute CM strategies. © Academy of Marketing Science 2019
abstractGer	Abstract Cause-related marketing (CM) is the creation of a mutually beneficial relationship between a company and a nonprofit organization, with the dual objectives of boosting profit for the company and promoting the cause of the nonprofit. The present research demonstrates that mere exposure to CM evokes in consumers a desire to be prosocial and reduces the likelihood of self-indulgent choices. However, the act of purchasing CM products may provide consumers with a “warm glow” feeling from being prosocial. This feeling of a warm glow licenses subsequent self-indulgent behaviors, especially when the product with a cause is hedonic (vs. utilitarian) in nature. We further find that when the warm glow feeling is misattributed to something else (e.g., weather), the licensing effect is reduced. By distinguishing between the pre- and post-purchase effects of cause-related products, this research offers practical insights to managers on how to design and execute CM strategies. © Academy of Marketing Science 2019
abstract_unstemmed	Abstract Cause-related marketing (CM) is the creation of a mutually beneficial relationship between a company and a nonprofit organization, with the dual objectives of boosting profit for the company and promoting the cause of the nonprofit. The present research demonstrates that mere exposure to CM evokes in consumers a desire to be prosocial and reduces the likelihood of self-indulgent choices. However, the act of purchasing CM products may provide consumers with a “warm glow” feeling from being prosocial. This feeling of a warm glow licenses subsequent self-indulgent behaviors, especially when the product with a cause is hedonic (vs. utilitarian) in nature. We further find that when the warm glow feeling is misattributed to something else (e.g., weather), the licensing effect is reduced. By distinguishing between the pre- and post-purchase effects of cause-related products, this research offers practical insights to managers on how to design and execute CM strategies. © Academy of Marketing Science 2019
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title_short	The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence
url	https://dx.doi.org/10.1007/s11747-019-00675-5
remote_bool	true
author2	Chu, Xing-Yu (Marcos)
author2Str	Chu, Xing-Yu (Marcos)
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doi_str	10.1007/s11747-019-00675-5
up_date	2024-07-04T02:41:40.849Z
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