How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes

Taemin Kim and Jeesun Kim
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Taemin Kim: Department of Mass Communication, Incheon National University, Incheon 22012, Korea
Jeesun Kim: Department of Mass Communication, Incheon National University, Incheon 22012, Korea

Sustainability, 2021, vol. 13, issue 12, 1-15

Abstract: Corporations have engaged in cause-related marketing (CRM) based on consumer expectations toward ethical and sustainable corporate management. However, it is equally important to understand how to do so effectively. The role of cause proximity has been examined as an important factor that determines the effectiveness of CRM messages. Limited research, however, has considered moderating variables in the context of cause proximity. This study aimed to investigate the effect of the interplay between cause proximity and message strategy on attitudes toward the ad and ad believability. Based on an experimental design, this study applies construal level theory to demonstrate the effect of a construal fit between the spatial distance of the cause and how the message is presented on consumer attitudes toward ads and ad believability. Results show that the effects of message strategy mattered only for the global CRM cause. Furthermore, the findings show a mediating role of ad believability between cause proximity and message strategy on attitude toward the ad. This study provides empirical evidence for the advantage of using abstract messages in maximizing consumer reactions such as attitudes and believability when addressing global causes in CRM ad campaigns. Specifically, it offers insights on the impact of a matched condition between the spatial distance of the cause and language abstractness in CRM advertising.

Keywords: cause-related marketing (CRM) advertising; cause proximity; construal level theory; spatial distance; message strategy; advertising believability; attitudes toward ads (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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