Psychological distance and perceived consumer effectiveness in a cause-related marketing context

• Jeff Wiebe ^[1] ; Debra Z. Basil ^[2] ; Mary Runté ^[2]
  1. [1] Queen's University

     Queen's University

     Canadá

     
  2. [2] University of Lethbridge

     University of Lethbridge

     Canadá

     
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 14, Nº. 2, 2017, págs. 197-215
• Idioma: inglés
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• Resumen

  • This research examines how construal level (near/far psychological distance framing) and Perceived Consumer Effectiveness impact response to cause-related marketing appeals (CRM). An on-line experiment was conducted with a North American representative sample of research panel members. Findings demonstrate higher levels of positive affect and purchase intention for psychologically near (vs. far) framing, across all four construal types (temporal, spatial, hypothetical, and social). Dispositional Perceived Consumer Effectiveness increases this preference for proximal framing of CRM appeals, and increases actual charitable behavior as well. A primary contribution of this research is the demonstration that this pattern of preference for proximal framing of CRM appeals holds across all four construal types. Previous research has not examined all four dimensions of psychological distance within a cause-related marketing context. Additionally, the interactive relationship between Perceived Consumer Effectiveness and psychological distance is established for CRM appeals, a relationship that has not previously been identified in this realm. PCE enhances the preference for proximal framing within CRM appeals.