Testing the influence of message framing, donation magnitude, and product category in a cause-related marketing context

Kureshi, Sonal; Thomas, Sujo

doi:10.1080/13527266.2018.1528475

Cited by 31 publications

(31 citation statements)

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“…Value framing is a common technique in social marketing communication, especially in cause-related marketing. By examining the impact of different framing of donation messages used in cause-related marketing campaign on purchase intention, it was found that exact message framing (when the exact amount of money which should be donated) generated higher purchase intentions than messages that included percentages or did not specify the amount or percent that would be donated (Kureshi & Thomas, 2020). Similarly, it was found that a message containing donation amount framed in absolute dollar value was more effective than message framed in percentage terms in case of low-priced products, while for more expensive products, message framed as percentage was more effective (Chang, 2008).…”

Section: Framing Bias In Communicationmentioning

confidence: 99%

Cognitive biases in marketing communication: Influence of anchoring and message framing on consumers' perception and willingness to purchase

Bunčić¹,

Krstić²,

Kostić-Stanković³

2021

Marketing

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While in the theory of rational decision making, it is considered that people's choices remain consistent and predictable even in cases when same information is presented in different ways, in real situations consumers' decisions are affected by their personal characteristics, habits, norms and past experience, as well as limitations of human cognitive mechanisms. In general, heuristics can be perceived as fast cognitive processes in decision making which can sometimes lead to the occurrence of biases which shape the final decision. In marketing communication, the general capacity of people to make cognitive errors encourage the application of certain principles in formulation of messages in order to instigate recipients to make predictable cognitive errors when making decisions. The subject of the research is to determine how the encouragement of cognitive biase sin marketing communication can affect decisions of messages recipients. The research included the application of two research methods observation and experimental method. In as many as 80% of the observed advertisements, the encouragement of at least one cognitive bias was registered. In both experimental situations, it was shown that the willingness to pay for a product depends on the way the promotional message is formulated.

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Section: Framing Bias In Communicationmentioning

confidence: 99%

Cognitive biases in marketing communication: Influence of anchoring and message framing on consumers' perception and willingness to purchase

Bunčić¹,

Krstić²,

Kostić-Stanković³

2021

Marketing

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“…However, in leading journals, particular in economics and politics (Tversky and Kahneman, 1981, 1988), real-world data or experimental studies are more acceptable (e.g. Chong and Druckman, 2007; Eberhardt et al , 2020; Gallo et al , 2019; Humphreys and Latour, 2013; Kureshi and Thomas, 2020; Levin and Gaeth, 1988). They overcome the self-selection bias that is common to the questionnaire survey.…”

Section: Literature Reviewmentioning

confidence: 99%

How consumer opinions are affected by marketers: an empirical examination by deep learning approach

2021

JRIM

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PurposeThe natural language processing (NLP) technique enables machines to understand human language. This paper seeks to harness its power to recognise the interaction between marketers and consumers. Hence, this study aims to enhance the conceptual and future development of deep learning in interactive marketing.Design/methodology/approachThis study measures cognitive responses by using actual user postings. Following a typical NLP analysis pipeline with tailored neural network (NN) models, it presents a stylised quantitative method to manifest the underlying relation.FindingsBased on consumer-generated content (CGC) and marketer-generated content (MGC) in the tourism industry, the results reveal that marketers and consumers interact in a subtle way. This study explores beyond simple positive and negative framing, and reveals that they do not resemble each other, not even in abstract form: CGC may complement MGC, but they are incongruent. It validates and supplements preceding findings in the framing effect literature and underpins some marketing wisdom in practice.Research limitations/implicationsThis research inherits a fundamental limitation of NN model that result interpretability is low. Also, the study may capture the partial phenomenon exhibited by active reviewers; lurker-consumers may behave differently.Originality/valueThis research is among the first to explore the interactive aspect of the framing effect with state-of-the-art deep learning language model. It reveals research opportunities by using NLP-extracted latent features to assess textual opinions. It also demonstrates the accessibility of deep learning tools. Practitioners could use the described blueprint to foster their marketing initiatives.

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“…Es importante resaltar que el uso del marketing solamente tenía lugar en organizaciones que se dedicaban a la comercialización de productos, sin embargo, el avance de la disciplina ha ganado mayor credibilidad, viéndose este avance principalmente en el campo del comportamiento del consumidor (Peralta-Silva & Linares-Cazola, 2013). Con los cambios del entorno y el progreso en el conocimiento, el concepto y las aplicaciones del marketing han ido evolucionado (Kureshi & Thomas, 2020), ya que esta era entendida inicialmente como una disciplina que estudiaba las actividades de distribución desde el productor al consumidor, actualmente el marketing se considera que forma parte de las ciencias humanas, cuyo ámbito no se limita únicamente a la actividad económica, sino también a otras actividades en las que se desempeñan las personas. Esta evolución se pone de manifiesto en la reciente definición de la AMA, en la que se aprecia con más precisión las características esenciales del marketing como una función organizacional, como un conjunto de actividades para crear y proporcionar valor, de modo que aporte beneficios para todas las personas e instituciones implicadas en sus actividades (Ponce, 2005).…”

Section: La Gestión Educativa Y Su Importancia Desde El Marketingunclassified

Análisis de las estrategias de marketing relacional en instituciones de educación superior de Colombia y España

Gómez-Bayona

Zapata

Valencia

et al. 2020

retos

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Las estrategias de marketing en las universidades han permitido una mejor comprensión de las audiencias y la clasificación de acciones que le generen valor a la marca universitaria. Es por esto que el presente proyecto investigativo pretende identificar la importancia de las estrategias de marketing relacional en el sector educativo, especialmente en las principales universidades de Colombia y España para conocer de qué manera implementan acciones mercadológicas que generan valor. La metodología utilizada para lograr este objetivo fue a partir de una revisión de literatura, donde se analizó la evolución y los modelos de marketing aplicados en educación; de igual manera, se examinaron las principales variables de marketing con enfoque relacional y se hicieron comparativos entre los países mencionados para encontrar la diferencia en las estrategias que cada uno implementa. Se concluye que, tanto en Colombia como en España, se empiezan a planear estrategias de marketing con enfoque relacional que generan valor a la gestión académica y administrativa; así mismo se evidencia que las principales variables —creación de valor, satisfacción y confianza— para las diferentes acciones implementadas en las universidades de los países analizados son pilares fundamentales para la incorporación de un buen marketing relacional en educación.

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Testing the influence of message framing, donation magnitude, and product category in a cause-related marketing context

Cited by 31 publications

References 50 publications

Cognitive biases in marketing communication: Influence of anchoring and message framing on consumers' perception and willingness to purchase

Cognitive biases in marketing communication: Influence of anchoring and message framing on consumers' perception and willingness to purchase

How consumer opinions are affected by marketers: an empirical examination by deep learning approach

Análisis de las estrategias de marketing relacional en instituciones de educación superior de Colombia y España

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