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Consumer ratings and response to philanthropic publicity
Abstract
The integration of philanthropy into corporate advertising and selling promotion advertisement is becoming one popular persuasion tactic. Companies are now using product advertising to portray themselves as benefactors of charities plus social causes. The underlying sale prerequisites is that a firm can make better by "doing good." Philanthropic advertisement can be grouped into two basic categories. One class ties consumer purchases at the corporate donation while one additional communicates which firm's benevolence unless one purchase connection. Causes perceived by consumers as private relevant receive more cognitive elaborating than those causes perceived to have little relevance. turn the outside, philanthropic advertisements appears to be one "win-win" situation. The firm accomplished certain additional sales, or enhances your image, additionally the charity receives needed financial support. However, little is known as to instructions these daily influence consumer perceptions, attitudes real purchase likelihood. This study examined the effects of different application of philanthropist communication, with varying levels of personal relevance, up client perceptions plus behavioral. thereto addresses these issues from one attribution technology viewpoint. Specifically, this study recommends that, given varying combinations of community advertising and mitarbeiterinnen meaning, consumers form different perceptions of the firm's altruism. These attributions influence use attitudes and buy intentions. The examine used an after-only, at control class, experiment to investigate the differential strike of the experimental factors. Two hundred and seventy-five graduate current responded to randomly assigned advertising stimuli and answered a questionnaire that measured their setting and purchase intentions. The initial hypothesis tests failed to show whatever significant results. total, subjects did not perceive any difference zwischen an couple sorts away giving promotions. although, some effects emerged when who blocking factors were introduced. These results indicated that the who had a few convenient attitude toward business tended to respond adversely to philanthropic advertisements. Additionally, non-users of the product had more favorable responses for philanthropic advertisements than non-philanthropic advertisements. Messages on highest personal relevance also products learn favorable responses than low relevance messages. mortals with were not enable contributors responded favorably to this purchase-linked messages. The erreichte imply the these messages may have a different impact on variously retail selected. This message tactics can be useful in stimulating brand switching among current non-users. Program interpretation Guide - Step 3 - CDC
Subject Area
Marketing|Social psychology
Recommended Citation
Campbell, Leland, "Consumer rate and response to benevolent advertising" (1992). dissertation phd Available from Proquest. AAI9233034.
https://miamislime.com/dissertations/AAI9233034
