Egoism or Altruism? The Influence of Cause-Related Marketing on Customers' Extra-Role Behavior

被引：3

作者：

Hui, Zhang ^{[1
]}

Wenan, Hu ^{[2
]}

机构：

[1] Shandong Univ Finance & Econ, Sch Business Adm, Jinan, Peoples R China

[2] Shandong Univ, Shandong Inst Talent Dev Strat, Jinan, Peoples R China

来源：

FRONTIERS IN PSYCHOLOGY | 2022年 / 13卷

基金：

中国国家自然科学基金;

关键词：

egoistic cause-related marketing; altruistic cause-related marketing; customer extra-role behavior; customer promotion focus; customer prevention focus; CORPORATE SOCIAL-RESPONSIBILITY; REGULATORY FOCUS; PREVENTION; PROMOTION; WILLINGNESS; REPUTATION; COMPANIES; IMPACT; FIT;

D O I：

10.3389/fpsyg.2022.799336

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

Based on attribution theory and regulatory focus theory, this paper discusses the influence mechanism of cause-related marketing on customers' extra-role behavior and the moderating effects of customer promotion focus and customer prevention focus. The results show that egoistic cause-related marketing (ECRM) has a negative impact on customer extra-role behavior, while altruistic cause-related marketing has a positive impact on customer extra-role behavior. Customer promotion focus has a significant positive moderating effect on the negative impact of ECRM on customer extra-role behavior; customer promotion focus also has a significant positive moderating effect on the positive effect of altruistic cause-related marketing on customer extra-role behavior. There is a significant negative moderating effect of customer prevention focus on the negative impact of ECRM on customer extra-role behavior, while there is a significant positive moderating effect of customer prevention focus on the positive impact of altruistic cause-related marketing on customer extra-role behavior.

引用

页数：12

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