Date of Award
Cause-related marketing is a common business practice that aims to align strategic goals of a for-profit company with the social needs of the stakeholders and occurs most frequently when a portion of a purchase is donated to a designated social cause. The utilization of cause-related marketing has been shown to increase purchase intention of consumers. The present study examines the impact that culture has on consumer’s preference of social cause in a cause-related marketing campaign by comparing two countries, the United States and Chile. The researchers predicted that people from Chile and those with an interdependent self-construal would be more likely to donate to, would prefer to donate to, and would value collectivist causes more than those from the U.S. and those with an independent self-construal. Researchers also predicted that people from the U.S. and those with an independent self-construal would be more likely to donate to, would prefer to donate to, and would value individualist causes more than those with in independent self-construal. Findings did not entirely support the above hypotheses. There were not major differences in social cause preference when comparing samples from the U.S. and Chile. However, findings did show that there was a positive relationship between both independent and interdependent self-construal and likelihood of donating to either individualist or collectivist causes.
Helfrich, Alicia, "Examining the Effects of Culture on Preference of Social Cause in Cause-Related Marketing: A Cross-Cultural Study of the United States and Chile" (2016). Undergraduate Honors Thesis Collection. 320.