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

Kim, Jae Eun; Johnson, Kim K. P.

doi:10.1007/s10551-012-1233-6

Cited by 170 publications

(183 citation statements)

References 56 publications

Supporting

Mentioning

174

Contrasting

Unclassified

Order By: Relevance

“…By contrast, individuals from collectivist backgrounds tend to express other-focused emotions such as guilt, empathy, embarrassment, and shame (Aaker & Williams, 1998;Kitayama et al, 2000Kitayama et al, , 2006Markus & Kitayama, 1991;Matsumoto, 1989), all of which are emotions that link individuals to close friends or others in society and help to reach a consensus on the need for unity, harmony, and connection with others (Aaker & Williams, 1998). Because self-construal evokes distinct emotions based on different experiences of any given moment (Aaker & Williams, 1998;Kitayama et al, 2006;Markus & Kitayama, 1991;Matsumoto, 1989), moral emotions influence purchase intention toward CRM products (Kim & Johnson, 2013). Additionally, as empathy promotes altruistic intentions (Batson, 1987;Eisenberg & Miller, 1987), it also mediates the relationship between moral iden-…”

Section: Self-construal and Empathymentioning

confidence: 99%

“…Therefore, other relevant factors related to the impact of self-construal on consumer decision-making should be explored. According to Kim and Johnson (2013), moral emotions affect purchase intentions toward CRM products and influence charitable acts (Arnett et al, 2003;Hoffman, 1981). Because empathy is a moral emotion (Haidt, 2003), it promotes altruistic behavior (Batson, 1987;Eisenberg & Miller, 1987) and mediates the relationship between moral identity and charitable contributions (Lee et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Impact of Consumers’ Self-Construal, Empathy, and Moral Identity on Purchase Intention toward Cause-Related Marketing Goods: A Perspective of the Moderated Mediation Model

Yang¹,

Yen²

2018

PSYCH

View full text Add to dashboard Cite

This study examined whether the impact of consumers' self-construal on purchase intention toward cause-related marketing (CRM) goods was indirectly affected by empathy and moral identity. A total of 524 valid samples were collected, after which the moderated mediation hypotheses were tested using Process software. The research data were segmented into three score groups to compare the differences between the high score and low score groups. The empirical results revealed the following findings. 1) Moral identity internalization and symbolization resulted in positive moderation effects on the direct impact of interdependent self-construal on purchase intention toward CRM products. However, under the mediating effect of empathy, the "low/low" and "high/high" groups from moral identity internalization and symbolization each produced positive and negative moderation effects. 2) Regarding the direct impact of moral identity internalization and symbolization on independent self-construal toward purchase intention toward CRM products, the "low/low" and "low/high" groups from internalization and symbolization produced positive moderation effects. However, under the mediating effect of empathy, only the "low/low" groups from internalization and symbolization produced significant positive mediating effects. Within the consumers' self-construal and its impact on purchase intention toward CRM products, the mediation role of empathy and moderated mediation role of the two moral identity dimensions in the influence relationship were constructed. In terms of practical aspects, companies are recommended to conduct market segmentation based on consumers' moral identities and develop distinct 261 Psychology marketing strategies accordingly. Future studies are recommended to explore the factors behind the impact of these two groups from moral identity on purchase intention toward CRM products.

show abstract

Section: Self-construal and Empathymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Impact of Consumers’ Self-Construal, Empathy, and Moral Identity on Purchase Intention toward Cause-Related Marketing Goods: A Perspective of the Moderated Mediation Model

Yang¹,

Yen²

2018

PSYCH

View full text Add to dashboard Cite

show abstract

“…For example, future researchers should consider replicating this study in the context of other corporate marketing communications, such as CRM, since different cultural groups have different responses to messages promoting a company's donations to worthy causes (Kim & Johnson 2013;Lavack & Kropp 2003). Additionally, given that Du et al (2010) suggested that communication channels are likely to play an essential role in CSR communications, future researchers are encouraged to focus on the different media (e.g., television and social networking sites) in affecting the effects and effectiveness of CSR campaigns across countries.…”

Section: Limitations and Suggestions For Future Researchmentioning

confidence: 99%

“…CSR communication strategies that are adapted to consumers' cultural backgrounds could be essential (Ding 2006), especially when the message content and audience's message perception are tied to cultural values (e.g., Kim & Johnson 2013). As individuals' cultural backgrounds are important consumer factors influencing campaign effects and effectiveness (de Mooij 2010), previous studies suggests the relative advantages of culturally adapted messages over standardized or culturally non-adapted messages (Han & Shavitt 1994;Zhang & Gelb 1996).…”

Section: Introductionmentioning

confidence: 99%

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Kim

Bae

2016

Int J Corporate Soc Responsibility

View full text Add to dashboard Cite

Guided by Hofstede's (Culture's consequences: Comparing values, behaviors, institutions, and organizations across nations, 2001) cultural value of uncertainty avoidance, this study tests whether the effect of concrete vs. abstract CSR campaign messages on attitude toward the company and purchase intention varies by cultural difference in uncertainty avoidance and whether such effect is mediated by the perceived clarity of the message and perceived CSR. Lab experiments were performed in the U.S. and South Korea with American and Korean college students. Two-way ANOVA results revealed the relative advantage of concrete message on attitude toward the company and purchase intention among Koreans (vs. Americans) with high (vs. low) uncertainty avoidance. A series of bootstrap analysis testing multiple mediation models showed that the relative advantage of concrete message among Koreans was mediated by their perceived message clarity and perceived CSR in response to the concrete message. By identifying an international CSR campaign message strategy, the findings contribute to research on cross-cultural campaigns and CSR campaign effects.

show abstract

“…Studies have found that moral emotions are different from basic emotions (e.g., happiness, joy, and surprise) because moral emotions connect individuals with external objects and events such as the welfare of society and others. Because CRM links consumer consumption with charitable donations [22], in Chinese society, where the interdependent self-construal is more prominent [59], the affective role played by empathy combined with identification should exert an interaction effect on charitable behaviour.…”

Section: Mediating Role Of Two Dimensions Of Moral Identitymentioning

confidence: 99%

Does Consumer Empathy Influence Consumer Responses to Strategic Corporate Social Responsibility? The Dual Mediation of Moral Identity

Yen

Yang

2018

Sustainability

View full text Add to dashboard Cite

Abstract:The present study examined consumer responses to strategic corporate social responsibility (CSR) from the perspectives of consumer moral emotions (empathy) and cognition (moral identity), and investigated charitable activities conducted by convenience stores in Taiwan from theoretical and practical perspectives. The research method involved a comparison between two actual charitable activities conducted by convenience stores, namely "donation platform services" and "cause-related marketing". A questionnaire was distributed into four regions spanning southern to northern Taiwan by using a convenient sampling method, and 332 valid responses were collected. The present study employed structural equation modelling to verify its hypotheses. In terms of theoretical contributions, the present study constructed two theoretical models and subsequently verified that empathy influences moral identity; this constitutes a major contribution to investigations of the causal relationship between moral emotions and cognitive theory. In practice, the present study recommends that convenience stores implement more cause-related marketing to reduce consumer suspicions that firms are motivated purely by profit and increase consumer trust in firms. Subsequent studies are recommended to conduct in-depth investigations of the underlying causes of moral identity internalization and symbolization generating different responses in consumers, as well as other possible situational variables.

show abstract

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

Cited by 170 publications

References 56 publications

Impact of Consumers’ Self-Construal, Empathy, and Moral Identity on Purchase Intention toward Cause-Related Marketing Goods: A Perspective of the Moderated Mediation Model

Impact of Consumers’ Self-Construal, Empathy, and Moral Identity on Purchase Intention toward Cause-Related Marketing Goods: A Perspective of the Moderated Mediation Model

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Does Consumer Empathy Influence Consumer Responses to Strategic Corporate Social Responsibility? The Dual Mediation of Moral Identity

Contact Info

Product

Resources

About