Emotive contents and heuristic cues regarding skeptical consumers

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 va...

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Autor principal:	Mikyeung Bae
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	cause-related marketing message elaboration heuristic cues Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/dc060b1ded444c2ab1c9cb95bdad2212
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id	oai:doaj.org-article:dc060b1ded444c2ab1c9cb95bdad2212
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spelling	oai:doaj.org-article:dc060b1ded444c2ab1c9cb95bdad22122021-12-02T17:00:22ZEmotive contents and heuristic cues regarding skeptical consumers2331-197510.1080/23311975.2020.1787737https://doaj.org/article/dc060b1ded444c2ab1c9cb95bdad22122020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1787737https://doaj.org/toc/2331-1975This 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.Mikyeung BaeTaylor & Francis Grouparticlecause-related marketingmessage elaborationheuristic cuesBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	cause-related marketing message elaboration heuristic cues Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	cause-related marketing message elaboration heuristic cues Business HF5001-6182 Management. Industrial management HD28-70 Mikyeung Bae Emotive contents and heuristic cues regarding skeptical consumers
description	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.
format	article
author	Mikyeung Bae
author_facet	Mikyeung Bae
author_sort	Mikyeung Bae
title	Emotive contents and heuristic cues regarding skeptical consumers
title_short	Emotive contents and heuristic cues regarding skeptical consumers
title_full	Emotive contents and heuristic cues regarding skeptical consumers
title_fullStr	Emotive contents and heuristic cues regarding skeptical consumers
title_full_unstemmed	Emotive contents and heuristic cues regarding skeptical consumers
title_sort	emotive contents and heuristic cues regarding skeptical consumers
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/dc060b1ded444c2ab1c9cb95bdad2212
work_keys_str_mv	AT mikyeungbae emotivecontentsandheuristiccuesregardingskepticalconsumers
_version_	1718382242325069824

Emotive contents and heuristic cues regarding skeptical consumers

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