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首页> 外文学位 >Overcoming skepticism toward cause-related marketing claims: The role of consumers' attributions of company motives and consumers' perceptions of company credibility.
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Overcoming skepticism toward cause-related marketing claims: The role of consumers' attributions of company motives and consumers' perceptions of company credibility.

机译：克服对与因果相关的营销主张的怀疑：消费者对公司动机的归因和消费者对公司信誉的感知的作用。

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摘要

The present study is designed to understand the circumstances under which a cause-related marketing (CRM) ad would be most effective for skeptical consumers and how advertisers can avoid unnecessarily undermining the credibility of their CRM claims. To answer these questions, this study looks at two situational factors that might affect the outcome of a CRM ad: statements about a sponsoring company's reason for supporting a social cause and types of appeals (emotional or informational). Moreover, this study explores how consumers with high and low levels of skepticism differ in their responses to CRM ads. While existing CRM research has been conducted in traditional media settings, the present study examines whether certain contextual factors or type of communication strategy of CRM on social network sites (SNSs) such as Facebook increase consumer perceptions of sponsoring company's credibility, thus encouraging consumers to become members of brand pages on SNSs.;The present study, 409 college students were assigned to one of four experimental conditions: (1) an emotional appeal CRM with statements of firm and public-serving benefit motivation; (2) an emotional appeal CRM with statements of public-serving benefit motivation; (3) an informational appeal CRM with statements of firm- and public-serving benefit motivation; and (4) an informational appeal CRM with statements of public-serving benefit motivation. Participants were then asked why they believed the company chose to sponsors such a social cause and the extent to which they perceived the company as credible. This study also measured consumers' intentions to join a brand page on Facebook.;The results show that an acknowledgment of the presence of firm-serving motivation can be an effective societal marketing strategy to reduce consumer skepticism of firm's motives. The procedure by which a consumer evaluates the motives of a company, together with the consumer's perceptions of those motives, determines the effectiveness of the company's CRM ads. A highly skeptical consumer is less doubting of a company's intention behind its support of social causes when the company honestly states firm-serving benefit as well as public-serving benefits in its CRM ads. Finally, a consumer's perception of a company's credibility has a great impact on the consumer's intention to join that company's brand page.;The findings from this study are meaningful, as they show situational skepticism produced by message features such as acknowledgment of firm-serving benefits in CRM significantly influence whether a consumer's interpretation of a company's motive is positive or skeptical. In addition to the situational skepticism, whether the consumers personally tends to be highly skeptical in general predicts the degree to which the consumer is likely to generate positive versus negative attributions of the company's support of a social cause. The study provides insight on how selecting better contextual factors such as acknowledgment of firm-serving benefits can be an effective strategy to capture consumer's trust and to build a strong and positive CRM ad that holds the consumer's attention.
机译：本研究旨在了解在何种情况下，对于怀疑的消费者而言，与因果相关的营销（CRM）广告最有效，以及广告客户如何避免不必要地破坏其CRM声明的可信度。为了回答这些问题，本研究着眼于可能会影响CRM广告结果的两个情况因素：关于赞助公司支持社会原因的理由和上诉类型（情感或信息性）的陈述。此外，本研究探讨了高度怀疑和低度怀疑的消费者在对CRM广告的反应上有何不同。尽管现有的CRM研究是在传统媒体环境中进行的，但本研究研究了诸如Facebook之类的社交网站（SNS）上CRM的某些背景因素或沟通策略类型是否会增加消费者对赞助公司信誉的认知，从而鼓励消费者成为本研究将409名大学生分配到以下四个实验条件之一：（1）带有坚定和公共服务利益动机的情感CRM。 （2）带有公共服务利益动机陈述的情感CRM； （3）带有公司和公共服务利益动机声明的信息上诉CRM； （4）带有公共服务利益动机声明的信息上诉CRM。然后，与会人员被问及为什么他们相信公司选择赞助这种社会事业，以及他们在多大程度上认为公司可信。这项研究还评估了消费者加入Facebook品牌页面的意图。结果表明，对公司服务动机的认可可以成为减少消费者对公司动机持怀疑态度的有效社会营销策略。消费者评估公司动机的过程以及消费者对这些动机的看法决定了公司CRM广告的有效性。当公司诚实地在其CRM广告中声明公司服务收益和公共服务收益时，高度持怀疑态度的消费者对公司在社会公益事业背后的意图持怀疑态度。最后，消费者对公司信誉的认知对消费者加入该公司品牌页面的意图有很大的影响。该研究的结果是有意义的，因为它们表明了诸如确认公司服务收益之类的信息特征引起的情景怀疑。 CRM中的术语对消费者对公司动机的解释是正面的还是怀疑的有很大影响。除了对情况的怀疑之外，一般而言，消费者个人是否倾向于高度怀疑还可以预测消费者在多大程度上会为公司对社会事业的支持产生正面或负面的归因。这项研究提供了关于如何选择更好的背景因素（例如对公司服务的收益的确认）如何成为赢得消费者信任并制作强有力且积极的CRM广告来吸引消费者注意力的有效策略的见解。

著录项

  • 作者

    Bae, Mikyeung.;

  • 作者单位

    Michigan State University.;

  • 授予单位 Michigan State University.;
  • 学科 Communication.;Marketing.
  • 学位 Ph.D.
  • 年度 2016
  • 页码 114 p.
  • 总页数 114
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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