Overcoming the Cause Marketing Paradox
The current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However,...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2017-10-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol19/iss3/1/ |
| _version_ | 1811238339566632960 |
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| author | hinhyoung Lee Youjae Yi |
| author_facet | hinhyoung Lee Youjae Yi |
| author_sort | hinhyoung Lee |
| collection | DOAJ |
| description | The current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However, the present research finds the opposite result by introducing nostalgia as a moderator; cause marketing can enhance consumers’ charity giving when their nostalgia is triggered. Moreover, results show that charitable giving increased by cause marketing improves feelings of happiness, suggesting that people view charitable behavior as a means of enhancing happiness. Interestingly, charitable giving and happiness are promoted by the situational priming of nostalgic events, but not by chronic individual differences such as nostalgia proneness. |
| first_indexed | 2024-04-12T12:40:04Z |
| format | Article |
| id | doaj.art-f2b1c96cb2b943da8140c1c68e875504 |
| institution | Directory Open Access Journal |
| issn | 1598-7868 2765-6500 |
| language | English |
| last_indexed | 2024-04-12T12:40:04Z |
| publishDate | 2017-10-01 |
| publisher | Korean Marketing Association |
| record_format | Article |
| series | Asia Marketing Journal |
| spelling | doaj.art-f2b1c96cb2b943da8140c1c68e8755042022-12-22T03:32:48ZengKorean Marketing AssociationAsia Marketing Journal1598-78682765-65002017-10-0119311710.15830/amj.2017.19.3.1Overcoming the Cause Marketing Paradoxhinhyoung Lee0Youjae Yi 1College of Business Administration, Seoul National UniversityCollege of Business Administration, Seoul National UniversityThe current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However, the present research finds the opposite result by introducing nostalgia as a moderator; cause marketing can enhance consumers’ charity giving when their nostalgia is triggered. Moreover, results show that charitable giving increased by cause marketing improves feelings of happiness, suggesting that people view charitable behavior as a means of enhancing happiness. Interestingly, charitable giving and happiness are promoted by the situational priming of nostalgic events, but not by chronic individual differences such as nostalgia proneness.https://amj.kma.re.kr/journal/vol19/iss3/1/cause marketingcause marketing paradoxnostalgiacharitable givinghappiness |
| spellingShingle | hinhyoung Lee Youjae Yi Overcoming the Cause Marketing Paradox Asia Marketing Journal cause marketing cause marketing paradox nostalgia charitable giving happiness |
| title | Overcoming the Cause Marketing Paradox |
| title_full | Overcoming the Cause Marketing Paradox |
| title_fullStr | Overcoming the Cause Marketing Paradox |
| title_full_unstemmed | Overcoming the Cause Marketing Paradox |
| title_short | Overcoming the Cause Marketing Paradox |
| title_sort | overcoming the cause marketing paradox |
| topic | cause marketing cause marketing paradox nostalgia charitable giving happiness |
| url | https://amj.kma.re.kr/journal/vol19/iss3/1/ |
| work_keys_str_mv | AT hinhyounglee overcomingthecausemarketingparadox AT youjaeyi overcomingthecausemarketingparadox |