The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination.

Saved in:

Bibliographic Details
Title:	The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination.
Authors:	Kim, Jae-Eun¹ jae-eun.kim@aut.ac.nz, Johnson, Kim² kjohnson@umn.edu
Source:	Journal of Business Ethics. Jan2013, Vol. 112 Issue 1, p79-90. 12p. 2 Charts, 2 Graphs.
Subject Terms:	Emotions, Individual differences, Social marketing, Cross-cultural studies, Convenience sampling (Statistics), Ethics
Geographic Terms:	Korea, United States
Abstract:	This research was focused on investigating why some consumers might support cause-related marketing campaigns for reasons other than personal benefit by examining the influence of moral emotions and cultural orientation. The authors investigated the extent to which moral emotions operate differently across a cultural variable (US versus Korea) and an individual difference variable (self-construal). A survey method was utilised. Data were collected from a convenience sample of US ( n = 180) and Korean ( n = 191) undergraduates. Moral emotions significantly influenced purchase intention for a social-cause product. The influence of an ego-focused moral emotion (i.e., pride) on purchase intention was greater for US than Korean participants. The influence of another-focused moral emotion (i.e., guilt) on purchase intention was greater for high-interdependent participants than for low-interdependent participants. The findings of this research provide important and relevant implications to marketers and policy makers in developing persuasive messages and customer relationship programmes. [ABSTRACT FROM AUTHOR]
	Copyright of Journal of Business Ethics is the property of Springer Nature and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database:	Education Research Complete

Description
Abstract:	This research was focused on investigating why some consumers might support cause-related marketing campaigns for reasons other than personal benefit by examining the influence of moral emotions and cultural orientation. The authors investigated the extent to which moral emotions operate differently across a cultural variable (US versus Korea) and an individual difference variable (self-construal). A survey method was utilised. Data were collected from a convenience sample of US ( n = 180) and Korean ( n = 191) undergraduates. Moral emotions significantly influenced purchase intention for a social-cause product. The influence of an ego-focused moral emotion (i.e., pride) on purchase intention was greater for US than Korean participants. The influence of another-focused moral emotion (i.e., guilt) on purchase intention was greater for high-interdependent participants than for low-interdependent participants. The findings of this research provide important and relevant implications to marketers and policy makers in developing persuasive messages and customer relationship programmes. [ABSTRACT FROM AUTHOR]
ISSN:	01674544
DOI:	10.1007/s10551-012-1233-6