A press account in Nonprofit Quarterly reports that a new academic study finds that when cause marketing campaigns give consumers the opportunity to determine which cause receives support that consumers are more likely to buy and have a more positive attitude toward the company than when no choice is offered The study, found in the current issue of the Journal of Marketing , was authored by Stefanie Rosen Robinson from North Carolina State University and Caglar Irmak and Frances Hipp of the University of South Carolina. I haven’t seen it yet, so I don’t know the methodology. But Rick Cohen writes on the Nonprofit Quarterly website that, “according to the study, three factors affect the content and potential success of consumer-driven cause-related marketing campaigns: collectivism, cause-brand fit, and goal proximity. The article abstract offers the following explanation:” “’Noncollectivists’ value choice because it allows them to choose their own individual preferences. However...
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