Cause related marketing: The role of mental accountig, price and product type

Cause related marketing is a strategy in which for every product sold, the companycontributes a share of proceeds to a social cause. Previous studies showed that psychologicalfactors have an influence on consumers’ perception of the product-social cause link. Thepresent study aims to verify if mental accounting could affect people’s evaluation of CRMprogram. This effect is supposed to be different when comparing high and low price orhedonistic and utilitarian products. Results confirm the hypothesis. Moreover, presentfindings show the different impact that product type and price range could have on consumersevaluations of CRM programs.