The effect of emotion type and similarity of experience on consumers' willingness to pay for cause‐related products: Construal level perspective

Information complexity hinders consumer processing and reduces positive responses to cause‐related products. Previous studies on cause‐related marketing (CRM) have focused more on messaging effects on reducing information complexity, such as the presentation of the donation amount, cause description...

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Veröffentlicht in:	Journal of consumer behaviour 2024-03, Vol.23 (2), p.808-824
Hauptverfasser:	Luan, Chi‐Cheng, Phan, The Anh
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertisements Advertising Construal Consumer behavior Emotions Fluency Happiness Marketing Robustness Sadness Willingness to pay
Online-Zugang:	Volltext
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