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6.2b The Impact of Message Concreteness and Level of Mental Construal on Consumer Response to Cause-Related Marketing Claims
Abstract
As cause-related marketing (CRM) skepticism significantly affects consumers’ attitudes, this study draws from construal-level theory to identify how it can be abated. The results of an online experiment (N = 469) show that matching skeptical consumers’ low-level mindset with concrete CRM messaging effectively mitigates the negative effects of inherent skepticism on consumers’ responses. The resulting construal mindset congruency strengthens the favorability of consumer responses through a temporarily decreased state of skepticism and increasing perceived message credibility. The potential negative outcome of CRM advertisements can be counterbalanced by the perceptions of the credibility of the message, leading to a more favorable consumer response.
This study provides insight into whether differences in construal mindset result in perceptual differences, thus necessitating the use of different CRM strategies for different individuals.
First & Corresponding Author
Mikyeung Bae, Oklahoma State University
Authors in the order to be printed.
Mikyeung Bae, Oklahoma State University