Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/244887 
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Erscheinungsjahr: 
2020
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[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 7 [Issue:] 1 [Publisher:] Taylor & Francis [Place:] Abingdon [Year:] 2020 [Pages:] 1-24
Verlag: 
Taylor & Francis, Abingdon
Zusammenfassung: 
This study clarifies consumers' defense mechanisms and message elaboration to highlight the connection between consumer engagement with messages and brand success. Two eye-tracking experiments tested whether skepticism toward companies' cause-related marketing (CRM) initiatives would lead to wide variations in how CRM ads influence consumers' message elaboration. Informational appeals discouraged highly skeptical consumers' message elaboration; thus, they process information through heuristic cues, such as "likes" and followers. However, negative emotional appeals led consumers to process information in a more accommodative and systematic manner. Moreover, the degree of message elaboration on heuristic cues (Study 1) and images (Study 2) has a crucial mediating role in the CRM appeal effect on credibility judgment. This study addresses the existing research gab by examining how dispositional CRM skepticism guides consumer message elaboration.
Schlagwörter: 
cause-related marketing
message elaboration
heuristic cues
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