The Influence of Charitable Cause Promotion on the Negative Effect of Promotion

Abstract

Abstract:

Built on attribution theory, this research investigates the influence of charitable cause promotion on the negative effect of promotion through experimental method. In study 1, the results indicate that comparing to normal marketing, charitable cause promotion will decrease the negative effect. Study 2 reveals that in the normal promotion, when discount frequency is high, the subsequent purchase intention is low; in the charitable cause promotion, when the discount frequency is high, the purchase intention is high. Study 3 reports that in the normal promotion, the higher discount level is, the lower subsequent purchase intention is; in the charitable cause promotion, the higher discount level is, the higher purchase intention is. Study 4 proclaims that the influence of charitable cause promotion on the negative effect is only significant when the corporate reputation is low. The findings in the current research provide feasible guidelines for companies to employ charitable cause promotion appropriately.

Key words: charitable cause promotion, motivational attribution, negative effect of promotion

Feng Wenting, Wang Tao, Qin Jun, Wei Hua. The Influence of Charitable Cause Promotion on the Negative Effect of Promotion[J]. , 2019, 31(1): 126-135.

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