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| Author: | Yechiam, E. Barron, G. Erev, I. Erez, M. |
| Title: | On the robustness and the direction of the effect of cause-related marketing |
| Journal: | Journal of Consumer Behaviour
2003 : JUN, VOL. 2:4, p. 320-332 |
| Index terms: | Marketing Social marketing Consumer behaviour Consumer choice Models Israel |
| Language: | eng |
| Abstract: | Two experiments are presented in this paper that explore the effect of cause-related marketing (CRM) on product choice. Experiment 1 showed that the effect of CRM was stable over time. Experiment 2 showed that the effect of CRM decreased but did not disappear in an easy choice task. These findings are summarised in a simple model and discussed in terms of their potential marketing applications. |
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