The Cause Cue Effect: Cause‐Related Marketing and Consumer Health Perceptions

Journal of Consumer Affairs - Tập 50 Số 2 - Trang 372-402 - 2016
Elizabeth A. Minton, T. Bettina Cornwell

Tóm tắt

Many for‐profit companies (e.g., Kraft, Kentucky Fried Chicken, Keebler, 5‐Hour Energy) are partnering with health‐oriented nonprofits (e.g., Academy of Nutrition and Dietetics, Susan G. Komen for Breast Cancer Research, American Red Cross) to make purchase‐contingent donations. Companies use cause‐related marketing to improve brand image and goodwill for their food products and companies. Prior research has examined how food‐related cues can create consumer misperceptions; however, consumer perceptions related to corporate communications (e.g., the use of cause cues) has received little research attention. This research explores consumer reactions to cause cues and finds that adding a health cause to a food package significantly increases product health perceptions, and, usually, product attitude, and purchase intentions (i.e., the cause cue effect) in both a student sample (Studies 1 and 2) and an adult sample on Amazon's mTurk (Study 3). Implications for cueing and inference‐making literature, and for consumer health, and policymakers are discussed.

Từ khóa


Tài liệu tham khảo

10.1086/651566

10.1177/002224299806200405

10.1509/jppm.28.1.41

10.1207/s15327663jcp1604_10

10.1037/0022-3514.84.2.439

Better Business Bureau.2003. Wise Giving Alliance Standards for Charity Accountability.http://www.bbb.org/us/standards‐for‐charity‐accountability/

10.2753/JOA0091-3367380308

10.1177/1745691610393980

Bunge Jacob, 2015, Program to Put “Kids Eat Right” Logo on Kraft Singles Ending, Wall Street Journal

10.1016/j.jretai.2009.04.007

Cause Marketing Forum.2012. Halo Award Best Health Campaign.www.causemarketingforum.com

10.1086/519499

10.1086/680089

10.1037/0033-295X.82.6.407

Connolly Kate B.2011. Cause‐Marketing for Food Packaging Builds Image and Sales.Food Processing.http://www.foodprocessing.com/articles/2011/cause‐marketing‐food‐packaging/?show=all

10.1086/208539

Food Labeling Modernization Actof 2013 H.R.3147 113th Cong. (2013).

10.1108/S1745-3542(2012)0000008010

10.1509/jppm.19.2.213.17133

10.1509/jppm.12.053

10.1016/j.appet.2010.05.045

10.1362/0267257041838746

10.1509/jmkg.74.6.41

10.1111/j.1745-6606.2011.01219.x

10.1086/660044

10.1111/j.1745-6606.2004.tb00873.x

10.1007/s00779-012-0589-z

10.1207/s15327663jcp1403_6

10.1111/j.1745-6606.2010.01190.x

10.1111/joca.12033

10.1177/074391569701600206

10.1509/jmkg.67.2.19.18608

10.1111/j.1745-6606.2011.01200.x

10.1037/0278-7393.18.6.1173

———, 2005, Semantic Priming: Perspectives from Memory and Word Recognition

10.1086/209195

10.2753/JOA0091-3367360204

National Center for Charitable Statistics.2013. National Taxonomy of Exempt Entities.http://nccs.urban.org/classification/NTEE.cfm

10.1509/jppm.13.037

Safe and Accurate Food Labeling Actof 2014 H.R.4432 113th Cong. (2014).

10.1016/j.jbusres.2008.01.039

10.1177/1948550611431643

Silverglade Bruce A., 1996, The Nutrition Labeling and Education Act: Progress to Date and Challenges for the Future, Journal of Public Policy & Marketing, 15, 148, 10.1177/074391569601500115

10.1111/j.1745-6606.2010.01177.x

Tyler Karen, 2007, Shopping Smart and Avoid Scams: Financial Literacy During the Holiday Season, North American Securities Administrators Association

10.1177/002224298805200306

10.1177/0013916506295573

10.1509/jmkr.43.4.605

10.1111/j.1745-6606.2005.00020.x

10.1080/00913367.1993.10673391

10.1111/j.1745-6606.2011.01222.x

Thông tin
Thông tin xuất bản

Journal of Consumer Affairs

Tập 50 Số 2

372-402

Thông tin tác giả