事业关联营销活动中道德情绪的营销：一个跨文化研究.pdfVIP

The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination Jae-Eun Kim ? Kim K. P. Johnson Received: 11 May 2011 / Accepted: 20 January 2012 / Published online: 10 February 2012  Springer Science+Business Media B.V. 2012 Abstract This research was focused on investigating why some consumers might support cause-related marketing campaigns for reasons other than personal benefit by examining the influence of moral emotions and cultural orientation. The authors investigated the extent to which moral emotions operate differently across a cultural vari- able (US versus Korea) and an individual difference vari- able (self-construal). A survey method was utilised. Data were collected from a convenience sample of US (n = 180) and Korean (n = 191) undergraduates. Moral emotions significantly influenced purchase intention for a social-cause product. The influence of an ego-focused moral emotion (i.e., pride) on purchase intention was greater for US than Korean participants. The influence of another-focused moral emotion (i.e., guilt) on purchase intention was greater for high-interdependent participants than for low-interdependent participants. The findings of this research provide important and relevant implications to marketers and policy makers in developing persuasive messages and customer relationship programmes. Keywords Cause-related marketing  Culture  Moral emotion  Self-construal Introduction Consumers in their everyday decision-making concerning the purchase of goods have opportunities to demonstrate their moral views. They can make consumption decisions that benefit themselves as well as other members and other aspects of society and the environment. Cause-related marketing (CRM) is a term used to describe marketing activities that offer consumers opportunities to make pur- chase decisions for reasons other than personal benefit (e.g., social, moral beliefs). CRM is defined as ‘‘the process of formulating and implementing m