RT Journal Article
SR Electronic
T1 Antecedents of Consumer Attitudes toward Cause-Related Marketing
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 123
OP 137
DO 10.2501/S0021849908080136
VO 48
IS 1
A1 Seounmi Youn
A1 Hyuksoo Kim
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/1/123.abstract
AB Using a nationally representative sample, this study demonstrated the importance of psychographics in profiling cause-related marketing advocates. For specific social causes relating to minorities, public self-consciousness and a sense of personal and social responsibility appeared to be important predictors. For charitable causes, along with the two factors just mentioned, several other psychographic factors including interpersonal trust, religious belief, social networks, external locus of control, and advertising skepticism had positive relationships with consumer attitudes toward cause-related marketing. Previous prosocial activities such as charitable contributions and civic engagement also affected consumer support for corporate cause-marketing efforts. Practical and theoretical implications were discussed.