The Effect of Promotional Format, Message Framing, and Psychological Distance on Perception and Engagement of Cause-related Marketing
Yuan-Shuh Lii
Department of Marketing, College of Business, Feng Chia University, No. 100, Wenhwa Rd., Seatwen, Taichung - 40724, Taiwan.
May-Ching Ding
*
Department of Marketing, College of Business, Feng Chia University, No. 100, Wenhwa Rd., Seatwen, Taichung - 40724, Taiwan.
Alan Chin-Chien Yang
College of Business, Feng Chia University, No. 100, Wenhwa Rd., Seatwen, Taichung - 40724, Taiwan.
*Author to whom correspondence should be addressed.
Abstract
Aims: This research provides a unique lens by offering a more comprehensive consideration of cause-related marketing (CRM) campaign effectiveness. Specifically, we propose that the relative effectiveness of contribution type (monetary vs. in-kind) may hinge upon message framing (loss vs. gain-framed).
Study Design: Integrating construal level and prospect theories with related CRM, message framing, and psychological distance literatures lead to propositions.
Methodology: Literature reviews were first conducted. Rationalized on the construal level theory, multiple propositions of the effect of psychological distance on different contribution types and message framing are presented. The relationships among these concepts are proposed to have significant and positive effects on the effectiveness of CRM promotional campaigns based on the literature reviewed.
Conclusion: The proposed research model not only advances the collective knowledge of construal level theory and psychological distance literatures, making a theoretical contribution specifically in the CRM field, but also should provide important marketing insights to guide CRM practices.
Keywords: Caused-related marketing, construal level theory, contribution type, message framing, psychological distance