Academic research in cause marketing has long centered around the degree to which the practice affected things like reputation, goodwill, consumer loyalty, or how cause marketing could preserve pricing power. A new study finds that a corporation’s ‘pro-social activities’ positively influence how consumers feel about how their actual products perform. The study, called ' Doing Well By Doing Good: The Benevolent Halo of Social Goodwill ' featured a series of four experiments by Sean Blair, a PhD candidate at Northwestern University, and Alexander Chernov, and associate professor of marketing at the Kellogg School of Management at Northwestern. In the first experiment attendees at an executive education seminar were given wine to taste in plastic cup. A card accompanied the wine that described the winery that made the wine. Some of the tasters read a card with a sentence that explained that the wine donated 10% of sales to the American Heart Association. Other tasters saw no s...
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