소비자 냉소주의와 공익연계마케팅 전략 = Consumer Cynicism and the Cause-Related Marketing Strategy

다국어 초록 (Multilingual Abstract)

In order to perform cause-related marketing, it is an important issue for corporations to choose an appropriate cause, because choosing the inappropriate cause would bring the result of not only making consumers interest decline about cause-related marketing but also leading to negative corporation attitude. There is a deal of extant research choosing the appropriate cause for cause-related marketing in terms of similarity fit between the products and cause. This similarity fit, which is based on the categorization theory and the persuasive knowledge model, attenuates the activation of persuasion knowledge. However, in the case of high similarity, consumers can misconceive the corporate’s motives about cause-related activities through the perception of creating profit that leads to negative perception which can be a point in dispute. Also, the industry that is applied by the high similarity fit is only a few in practice. Even though the cause of high similarity fit has been chosen, it would be difficult to maintain competitive advantage because of the imitability of competitive companies. Therefore, the purpose of this study is to complement similarity fit and to investigate the role of regulatory fit between consumer goals and the cause. The regulatory fit means pursuing tendency of a specific goal that is compatible with individual regulatory focus (Chernev 2004; Higgins 2000). Until now, studies on regulatory fit have been utilized through product advertisements, because high regulatory fit not only makes consumers have positive attitude to come out from coincidence with message framing but also helps to process the message interpretation quickly and easily, in other words, which attenuates the effect of persuasion knowledge(Cesario, Grant and Higgins 2004; Lee and Aaker 2004). If consumers perceived the congruence between consumption goals and the cause, therefore, they will take a positive attitude to cause-related marketing. Furthermore, we hypothesized that the feeling right is derived from regulatory fit between goals and cause affects to attitude to cause- related marketing for cynical consumers. The result indicates that consumers make more positive evaluation for cause-related marketing of high regulatory fit compared to low regulatory fit. In addition, spontaneous priming (prevention- oriented vs. promotion-oriented) through the product characteristics (experiment 1) and through the product benefits as well (experiment 2) were discussed respectively. Furthermore, we investigate the effectiveness of regulatory fit compared to the similarity fit. Also, there is no different attitude to cause-related marketing between high and low levels of cynical consumers in high regulatory fit. This study provides the theoretical implication that the effect of regulatory fit appears not only in the advertisement message related to the products but also in the cause message. It also provides the practical implication that offers the opportunity to extensively use cause-related marketing for corporations.

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