Emotive contents and heuristic cues regarding skeptical consumers

Mikyeung Bae

Cogent Business & Management, 2020, vol. 7, issue 1, 1787737

Abstract: This study clarifies consumers’ defense mechanisms and message elaboration to highlight the connection between consumer engagement with messages and brand success. Two eye-tracking experiments tested whether skepticism toward companies’ cause-related marketing (CRM) initiatives would lead to wide variations in how CRM ads influence consumers’ message elaboration. Informational appeals discouraged highly skeptical consumers’ message elaboration; thus, they process information through heuristic cues, such as “likes” and followers. However, negative emotional appeals led consumers to process information in a more accommodative and systematic manner. Moreover, the degree of message elaboration on heuristic cues (Study 1) and images (Study 2) has a crucial mediating role in the CRM appeal effect on credibility judgment. This study addresses the existing research gab by examining how dispositional CRM skepticism guides consumer message elaboration.

Date: 2020
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DOI: 10.1080/23311975.2020.1787737

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