Egoism or Altruism? The Influence of Cause-Related Marketing on Customers’ Extra-Role Behavior
Based on attribution theory and regulatory focus theory, this paper discusses the influence mechanism of cause-related marketing on customers’ extra-role behavior and the moderating effects of customer promotion focus and customer prevention focus. The results show that egoistic cause-related market...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-03-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.799336/full |