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 |
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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 |
| _version_ | 1818487889814618112 |
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| author | Zhang Hui Hu Wenan |
| author_facet | Zhang Hui Hu Wenan |
| author_sort | Zhang Hui |
| collection | DOAJ |
| description | 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 marketing (ECRM) has a negative impact on customer extra-role behavior, while altruistic cause-related marketing has a positive impact on customer extra-role behavior. Customer promotion focus has a significant positive moderating effect on the negative impact of ECRM on customer extra-role behavior; customer promotion focus also has a significant positive moderating effect on the positive effect of altruistic cause-related marketing on customer extra-role behavior. There is a significant negative moderating effect of customer prevention focus on the negative impact of ECRM on customer extra-role behavior, while there is a significant positive moderating effect of customer prevention focus on the positive impact of altruistic cause-related marketing on customer extra-role behavior. |
| first_indexed | 2024-12-10T16:44:10Z |
| format | Article |
| id | doaj.art-503d377e266c458284217098a32cc33c |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-10T16:44:10Z |
| publishDate | 2022-03-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-503d377e266c458284217098a32cc33c2022-12-22T01:41:07ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-03-011310.3389/fpsyg.2022.799336799336Egoism or Altruism? The Influence of Cause-Related Marketing on Customers’ Extra-Role BehaviorZhang Hui0Hu Wenan1School of Business Administration, Shandong University of Finance and Economics, Jinan, ChinaShandong Institute of Talent Development Strategy, Shandong University, Jinan, ChinaBased 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 marketing (ECRM) has a negative impact on customer extra-role behavior, while altruistic cause-related marketing has a positive impact on customer extra-role behavior. Customer promotion focus has a significant positive moderating effect on the negative impact of ECRM on customer extra-role behavior; customer promotion focus also has a significant positive moderating effect on the positive effect of altruistic cause-related marketing on customer extra-role behavior. There is a significant negative moderating effect of customer prevention focus on the negative impact of ECRM on customer extra-role behavior, while there is a significant positive moderating effect of customer prevention focus on the positive impact of altruistic cause-related marketing on customer extra-role behavior.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.799336/fullegoistic cause-related marketingaltruistic cause-related marketingcustomer extra-role behaviorcustomer promotion focuscustomer prevention focus |
| spellingShingle | Zhang Hui Hu Wenan Egoism or Altruism? The Influence of Cause-Related Marketing on Customers’ Extra-Role Behavior Frontiers in Psychology egoistic cause-related marketing altruistic cause-related marketing customer extra-role behavior customer promotion focus customer prevention focus |
| title | Egoism or Altruism? The Influence of Cause-Related Marketing on Customers’ Extra-Role Behavior |
| title_full | Egoism or Altruism? The Influence of Cause-Related Marketing on Customers’ Extra-Role Behavior |
| title_fullStr | Egoism or Altruism? The Influence of Cause-Related Marketing on Customers’ Extra-Role Behavior |
| title_full_unstemmed | Egoism or Altruism? The Influence of Cause-Related Marketing on Customers’ Extra-Role Behavior |
| title_short | Egoism or Altruism? The Influence of Cause-Related Marketing on Customers’ Extra-Role Behavior |
| title_sort | egoism or altruism the influence of cause related marketing on customers extra role behavior |
| topic | egoistic cause-related marketing altruistic cause-related marketing customer extra-role behavior customer promotion focus customer prevention focus |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.799336/full |
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