The aim of the present study is to verify if people’s perception of causerelated marketing (CRM) strategies is influenced by the mental accounting formatused to present the price of the product and the amount of money donated to thesocial cause. However, such an effect is conditional on the type of product used forthe campaign as the mental accounting is only expected to enhance the consumers’perception of CRM programs supported by hedonic products and not theirperception of programs supported by utilitarian products. In Experiment 1, resultsshow that only for hedonic products an integrated mental accounting induces peopleto perceive the CRM program more positively than a separated one. In Experiment2, the integrated mental accounting reduces people’s guilt about the purchase ofhedonic products, therefore explaining why this manipulation has a different impacton hedonic and utilitarian products.

Mental accounting and Cause related marketing strategies / Baghi, Ilaria; E., Rubaltelli; Tedeschi, Marcello. - In: INTERNATIONAL REVIEW ON PUBLIC AND NONPROFIT MARKETING. - ISSN 1865-1984. - STAMPA. - volume 7, issue 2(2010), pp. 145-156. [10.1007/s12208-010-0055-4]

Mental accounting and Cause related marketing strategies

BAGHI, ILARIA;TEDESCHI, Marcello
2010

Abstract

The aim of the present study is to verify if people’s perception of causerelated marketing (CRM) strategies is influenced by the mental accounting formatused to present the price of the product and the amount of money donated to thesocial cause. However, such an effect is conditional on the type of product used forthe campaign as the mental accounting is only expected to enhance the consumers’perception of CRM programs supported by hedonic products and not theirperception of programs supported by utilitarian products. In Experiment 1, resultsshow that only for hedonic products an integrated mental accounting induces peopleto perceive the CRM program more positively than a separated one. In Experiment2, the integrated mental accounting reduces people’s guilt about the purchase ofhedonic products, therefore explaining why this manipulation has a different impacton hedonic and utilitarian products.
volume 7, issue 2
145
156
Mental accounting and Cause related marketing strategies / Baghi, Ilaria; E., Rubaltelli; Tedeschi, Marcello. - In: INTERNATIONAL REVIEW ON PUBLIC AND NONPROFIT MARKETING. - ISSN 1865-1984. - STAMPA. - volume 7, issue 2(2010), pp. 145-156. [10.1007/s12208-010-0055-4]
Baghi, Ilaria; E., Rubaltelli; Tedeschi, Marcello
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11380/698915
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