Donation Levels in Cause-Related Marketing (CRM): The Impact of Donation levels, Consumer Support and Self-Expressive Cues on Perceived Benefits and Perceived Monetary Sacrifice

Abstract

In this study, we examine the extent to which donation level is perceived as a concept of bene fi t and monetary sacri fi ce to consumers, as well as that the extent to which it is moderated by consumer support for cause domains. In addition, we investigate the in fl uence of self-expressive cues as a means of increasing consumers ’ intention of participating in cause-related marketing (CRM) by lowering perceived monetary sacri fi ce. As a result of Study 1, consumers with high-level cause support perceived the donation level as a bene fi t, resulting in a positive effect on their intentions to participate in CRM. Conversely, consumers with low-level support perceived the donation level as monetary sacri fi ce. Thus, donation level had a negative effect on their participation intentions. Study 2 showed that self-expressive cues dilute the interaction effect of donation levels and consumer support. We conclude by discussing the academic and practical implications of this study.