PT  - JOURNAL ARTICLE
AU  - Youn, Seounmi
AU  - Kim, Hyuksoo
TI  - Antecedents of Consumer Attitudes toward Cause-Related Marketing
AID  - 10.2501/S0021849908080136
DP  - 2008 Mar 01
TA  - Journal of Advertising Research
PG  - 123--137
VI  - 48
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/48/1/123.short
4100  - http://www.journalofadvertisingresearch.com/content/48/1/123.full
SO  - J Advert Res2008 Mar 01; 48
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.