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Psychological distance and perceived consumer effectiveness in a cause-related marketing context

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  • Jeff Wiebe

    (Queen’s University)

  • Debra Z. Basil

    (University of Lethbridge)

  • Mary Runté

    (University of Lethbridge)

Abstract

This research examines how construal level (near/far psychological distance framing) and Perceived Consumer Effectiveness impact response to cause-related marketing appeals (CRM). An on-line experiment was conducted with a North American representative sample of research panel members. Findings demonstrate higher levels of positive affect and purchase intention for psychologically near (vs. far) framing, across all four construal types (temporal, spatial, hypothetical, and social). Dispositional Perceived Consumer Effectiveness increases this preference for proximal framing of CRM appeals, and increases actual charitable behavior as well. A primary contribution of this research is the demonstration that this pattern of preference for proximal framing of CRM appeals holds across all four construal types. Previous research has not examined all four dimensions of psychological distance within a cause-related marketing context. Additionally, the interactive relationship between Perceived Consumer Effectiveness and psychological distance is established for CRM appeals, a relationship that has not previously been identified in this realm. PCE enhances the preference for proximal framing within CRM appeals.

Suggested Citation

  • Jeff Wiebe & Debra Z. Basil & Mary Runté, 2017. "Psychological distance and perceived consumer effectiveness in a cause-related marketing context," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(2), pages 197-215, June.
    • Handle: RePEc:spr:irpnmk:v:14:y:2017:i:2:d:10.1007_s12208-016-0170-y
    DOI: 10.1007/s12208-016-0170-y
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    References listed on IDEAS

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    Cited by:

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    2. Wei, Shuqin & Ang, Tyson & Liou, Ru-Shiun, 2020. "Does the global vs. local scope matter? Contingencies of cause-related marketing in a developed market," Journal of Business Research, Elsevier, vol. 108(C), pages 201-212.
    3. Virginia S. Harrison & Michail Vafeiadis & Joseph Bober, 2022. "Greening Professional Sport: How Communicating the Fit, Proximity, and Impact of Sustainability Efforts Affects Fan Perceptions and Supportive Intentions," Sustainability, MDPI, vol. 14(6), pages 1-21, March.
    4. Shiwangi Singh & Sanjay Dhir, 2019. "Structured review using TCCM and bibliometric analysis of international cause-related marketing, social marketing, and innovation of the firm," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 335-347, December.
    5. Anran Zhang & Pamela Saleme & Bo Pang & James Durl & Zhengliang Xu, 2020. "A Systematic Review of Experimental Studies Investigating the Effect of Cause-Related Marketing on Consumer Purchase Intention," Sustainability, MDPI, vol. 12(22), pages 1-23, November.

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