Article2003

ON THE PREVALENCE AND IMPACT OF VAGUE QUANTIFIERS IN THE ADVERTISING OF CAUSE-RELATED MARKETING (CRM)

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

A series of three studies examines potential consumer confusion associated with the advertising copy used to describe cause-related marketing (CRM) campaigns, where money is donated to a charity each time a consumer makes a purchase. The first study assesses the relative frequency of various copy formats in CRM on the Internet. The authors find that the majority of the copy formats (69.9%) are abstract (e.g., a portion of the proceeds will be donated), 25.6% are estimable (e.g., X% of the profits will be donated), and 4.5% are calculable (e.g., X% of the price will be donated). Subsequent studies find that (1) slight variations in abstract wording in advertising copy leads to considerable differences in consumers' estimates of the amount being donated, (2) the amount of the donation estimate for each abstract copy format varies considerably across individuals, and (3) the donation amount can impact choice. Taken together, the three studies demonstrate that the vast majority of advertising copy used to describe CRM donations is abstract, that different but legally equivalent abstract copy formats result in large differences in mean perceived donation level, and that these donation levels can impact consumer choice. Implications for advertising strategy and public policy are discussed.

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References

2000Stated choice methods analysis and applications 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy 1998Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell 2000The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?1998A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned 1982How probable is probable? A numerical translation of verbal probability expressions 1986Measuring the vague meanings of probability terms.2002The role of brand/cause fit in the effectiveness of cause-related marketing campaigns

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2009Advertising corporate social responsibility initiatives to communicate corporate image 2006Consumer perceptions of compatibility in cause‐related marketing messages 2008Antecedents of Consumer Attitudes toward Cause-Related Marketing 2008The effect of fit and dominance in cause marketing communications 2009Constructing a Corporate Social Responsibility Reputation Using Corporate Image Advertising

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