A New Approach to Cause-Related Marketing Scepticism: Psychology
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Although a variety of variables have been investigated in their ability to strengthen or weaken the level of consumer scepticism towards cause-related marketing, one dimension is still absent. The present study suggests a psychological approach aiming to explain different levels of consumer scepticism on the basis of psychological insights. In the case of this study it entails the understanding of consumer s preference for taking in information. If a cause-related marketing ad is tailored to a consumer s preference, the level of cause-related marketing scepticism might be lower. This study cle...
Although a variety of variables have been investigated in their ability to strengthen or weaken the level of consumer scepticism towards cause-related marketing, one dimension is still absent. The present study suggests a psychological approach aiming to explain different levels of consumer scepticism on the basis of psychological insights. In the case of this study it entails the understanding of consumer s preference for taking in information. If a cause-related marketing ad is tailored to a consumer s preference, the level of cause-related marketing scepticism might be lower. This study clearly explains why further and more extended research with this psychological tool could be of additional value. The tool is able to provide advertisers with useful information about their target audience, which can increase the effectiveness of their advertising and lead to a better understanding of cause-related marketing on the consumer s side.
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