Effects of Various Types of Cause-Related Marketing (CRM) Ad Appeals on Consumers' Visual Attention,Perceptions, and Purchase Intentions |
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Authors: | Mikyeung Bae |
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Institution: | 1. Michigan State University, East Lansing, Michigan, USAbaemikye@msu.edu |
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Abstract: | ABSTRACTThe study examined whether various types of cause-related marketing (CRM) appeals (informational, emotional, or a combination of the two) influenced visual attention, as captured by eye fixation, and perceptions of the company and the ad, thus, leading to purchase intentions. The results suggest that a combined appeal generates more favorable responses to the ad. An eye-tracking experiment showed that an informational ad led to longer visual attention, and that visual attention was affected by the level of consumers' cause involvement. Visual attention had a negative impact on company credibility. Company credibility mediated the relationship between visual attention and CRM ad attitudes. |
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Keywords: | cause-related marketing company credibility eye-tracking experiment type of appeal visual attention |
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