Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement

Cause-related marketing (CRM) skepticism significantly affects consumers’ attitudes and behavioral intentions. Thus, this study draws from construal-level theory to identify how the mediating role of message engagement curbs CRM skepticism. An online experiment indicated that matching skeptical cons...

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Autor principal:	Mikyeung Bae
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	cause-related marketing construal level theory message abstractness Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/300816a0464f43c8b4e9179888c6949c
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id	oai:doaj.org-article:300816a0464f43c8b4e9179888c6949c
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spelling	oai:doaj.org-article:300816a0464f43c8b4e9179888c6949c2021-12-02T18:23:58ZEffect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement2331-197510.1080/23311975.2020.1813449https://doaj.org/article/300816a0464f43c8b4e9179888c6949c2020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1813449https://doaj.org/toc/2331-1975Cause-related marketing (CRM) skepticism significantly affects consumers’ attitudes and behavioral intentions. Thus, this study draws from construal-level theory to identify how the mediating role of message engagement curbs CRM skepticism. An online experiment indicated that matching skeptical consumers’ high-level mindset with abstract CRM messaging mitigates the negative effects of CRM skepticism on consumer responses. The resulting construal mindset congruency strengthens the favorability of consumer responses by increasing message engagement. Insight into skeptical consumers’ construal mindset adaptation is important because it provides a guide for the construction of advertising messages that engage skeptical consumers at the appropriate construal level to enhance message evaluation and behavior intention.Mikyeung BaeTaylor & Francis Grouparticlecause-related marketingconstrual level theorymessage abstractnessBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	cause-related marketing construal level theory message abstractness Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	cause-related marketing construal level theory message abstractness Business HF5001-6182 Management. Industrial management HD28-70 Mikyeung Bae Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement
description	Cause-related marketing (CRM) skepticism significantly affects consumers’ attitudes and behavioral intentions. Thus, this study draws from construal-level theory to identify how the mediating role of message engagement curbs CRM skepticism. An online experiment indicated that matching skeptical consumers’ high-level mindset with abstract CRM messaging mitigates the negative effects of CRM skepticism on consumer responses. The resulting construal mindset congruency strengthens the favorability of consumer responses by increasing message engagement. Insight into skeptical consumers’ construal mindset adaptation is important because it provides a guide for the construction of advertising messages that engage skeptical consumers at the appropriate construal level to enhance message evaluation and behavior intention.
format	article
author	Mikyeung Bae
author_facet	Mikyeung Bae
author_sort	Mikyeung Bae
title	Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement
title_short	Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement
title_full	Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement
title_fullStr	Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement
title_full_unstemmed	Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement
title_sort	effect of skepticism and message abstractness on cause-related marketing campaign evaluation: the mediating role of message engagement
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/300816a0464f43c8b4e9179888c6949c
work_keys_str_mv	AT mikyeungbae effectofskepticismandmessageabstractnessoncauserelatedmarketingcampaignevaluationthemediatingroleofmessageengagement
_version_	1718378085599936512

Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement

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