THE IMPACT OF THE CAUSE RELATED PRODUCTS PROMOTIONAL CAMPAIGNS ON CONSUMER BEHAVIOR

Oana Pricopoaia, Nicoleta Cristache, Adriana Matei, Cosmin Matis and Teodora Nicoleta Lazar(plesa)

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2020, vol. 14, issue 1, 346-354

Abstract: Consumer involvement in promotional campaigns for different products depends on the degree to which the consumer considers the advertisements to be interesting, worth listening to and supporting a real cause. The more suggestive the ads, the more dramatic and intense experience they offer in the mind of the consumer. The emotional intensity determines the way the emotions transmitted by an advertisement are experienced. The promotion of a cause related product is based on raising the awareness of the target audience through the supported cause, in this case counting the emotional flow and the way of integrating emotions in the ads. The emotions represented in the advertisement can have a static or dynamic flow. Consumers accept more easily companies that prove that they have a civic spirit and fight for a cause. By purchasing a product from a company that promotes itself through Cause Related Marketing, the consumer will receive both the chosen product and the symbolic value that goes beyond the promised quality associated with the product to social responsibility.

Keywords: promotion; product related to a cause; emotion; consumer behavior; marketing; social responsibility. (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:14:y:2020:i:1:p:346-354

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