- freely available
Soc. Sci. 2019, 8(8), 240; https://doi.org/10.3390/socsci8080240
2. Literature Review
2.1. Message Framing and Appeals
2.2. Self-Cause Congruence
2.3. Consumer Skepticism toward CRM
3. Theoretical Framework
4. Study Design
4.1. Study 1
4.1.1. Data Collection
4.1.2. Advertising Stimuli
4.1.3. Data Analysis
I mean, I think that’s a big deal … that’s a lot of people and they’re not like adults that decided, I don’t want to have a job! They’re kids, and they’re kids that are already going to be facing some difficult challenges in the particular society they’re finding themselves in as LGBTQ youth. And now they’re homeless. So those are the most vulnerable people we can think of, and there’s a lot of them. It’s kind of appalling that that’s something people aren’t more concerned about.
One thing that’s on my mind is wondering if it’s an intentional choice of leaving out the non-profit that they’re being paired with because then if you don’t know who the company is helping, then you’re more likely to just be like, okay I’ll just go with this company regardless of who they’re donating to. Whereas, if like, oh this ad makes me feel guilty, but they’re paired with this organization I’ll just donate to that organization. If you don’t know what that organization is, you don’t have that option. So, I’m wondering if that’s an intentional choice.
This statement demonstrates Millennial consumers’ understanding of how purchasing power may benefit a brand/company, a social cause, and/or the greater good.I really like the idea of using your spending power, like you said, if you’re gonna spend it anyway, choosing where you’re giving it to that’s important. That’s how you let people know, like people in power, what you care about and what they should be taking care of.
It like turns me off from the brand, the whole picture with the homeless youth. Clearly, or not necessarily clearly, but if they’re homeless, they’re not gonna be able to afford your brand, so why are you putting your brand on them? I really dislike that advertising technique and I would probably never buy something from there and would probably try to find a place that I can donate my own money to.
4.2. Study 2
4.2.1. Data Collection and Analysis
5. Discussion and Conclusions
Conflicts of Interest
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|DV: Information Processing||53.44||0.21|
|H1b||Self-Cause Congruence||0.41||0.06||0.46||7.31 ***|
|DV: Information Processing||28.71||0.24|
|DV: Attitude toward Brand||13.27||0.28|
|Self-Cause Congruence||0.21||0.08||0.11||2.48 **|
|DV: Attitude toward Cause||15.88||0.31|
|Self-Cause Congruence||0.33||0.10||0.27||3.45 ***|
|DV: Purchase Intention||12.50||0.11|
|H4a||Attitude toward Brand||0.26||0.08||0.24||3.23 **|
|Attitude toward Cause||0.14||0.07||0.15||2.02 **|
|DV: Purchase Intention||21.90||0.47|
|Self-Cause Congruence||0.36||0.08||0.32||4.41 ***|
|Information Processing||0.16||0.08||0.13||1.88 **|
|Attitude toward Brand||0.11||0.07||0.11||1.57|
|Attitude toward Cause||0.03||0.06||0.04||0.54|
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