Marketing Theses and Dissertations

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Browsing Marketing Theses and Dissertations by Subject "Cause marketing"

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    The Theoretical Antecedents to Communication Primes: A Holistic Perspective with Public Policy Implications
    (University of Oregon, 2014-09-29) Minton, Elizabeth; Cornwell, T. Bettina
    This research provides a thorough review of the research on priming and marketing (essay 1) as well as empirically explores several unintended consequences of priming (essay 2) and the antecedents to priming effects (essay 3). In essay 1, priming research is reviewed using a classification system based on priming outcome using the ABC model of attitudes (i.e., affective, behavioral, and cognitive priming). The priming process is discussed, and types of priming in each category are reviewed before challenges in the priming process are discussed. In essay 2, non-product-centric (i.e., collateral) primes (e.g., co-branding, sponsorship, cause marketing) are explored. This research explores how collateral information works as a prime to influence product evaluations, specifically with application to cause marketing. Study 1 of essay 2 explores the consumer outcomes of collateral communication primes by showing that adding a health cause to a cookie package (i.e., the prime) significantly increases product health perceptions. Study 2 explores limits on collateral communication priming and finds that health charities on product packaging increase brand attitude and purchase intentions, while disclaimers increase processing and reduce prime effects. Study 3 explores person specific antecedents to collateral communication primes revealing that an individual's theory of mind leads to ad skepticism that, in turn, influences reaction to primes. Essay 3 specifically examines the theoretical framework underlying priming effects by examining priming from two bodies of competing theory rooted in individual and social antecedents to behavior. Study 1 of essay 3 confirms past findings and develops materials to be used in studies 2 and 3 by showing that spokesfigures are marketer-supplied cues that vary in manipulativeness, and these cues interact with other cues, such as complexity and persuasion. Study 2 provides support for individual antecedents to cue-based primes (cognitive abilities, as measured by working memory capacity, and advertising skepticism). Study 3 builds on study 2 by adding in social antecedents (theory of mind and psychological reactance) to develop a comprehensive model of consumer information processing. All together, these three essays explore the literature on priming and marketing and provide a more holistic understanding of the antecedents to priming effects.
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    Unexpected Blame: Beliefs, Judgments, and Inferences
    (University of Oregon, 2019-01-11) Reich, Brandon; Madrigal, Robert
    Applications of theories of interpersonal blame to consumer behavior have largely focused on understanding when consumers blame companies for their misbehavior. The current research moves beyond past work by shedding new light on the processes underlying consumer blame. In Essay 1, a pilot study and five experiments—in contexts of both fictitious and actual high-profile product failures—show that blame may be incorrectly directed toward the victim. The findings show that (1) consumers exaggerate blame for a victim possessing negative (especially immoral) dispositional traits because (2) that individual is seen as deserving of suffering in general and, as a result, (3) consumers are less likely to take punitive action against the company. The experiments support a “moral dominance” effect whereby victim blame is driven more heavily by perceived differences in the victim’s morality than sociability (or competence), because only morality leads consumers to judge the victim as deserving of suffering in general. In Essay 2, a new line of inquiry is proposed pertaining to consumer inferences of company blame and attitudes when the company engages in cause marketing. By engaging in socially responsible behavior, consumers may infer that the company is signaling a (1) negative attitude, (2) moral judgement, and (3) blame judgement toward the perpetrator of that harm. Each predicts the amount of praise the company receives—depending on consumers’ own attitudes, judgments, and blame toward the perpetrator—but blame inferences predict praise most strongly. This is because blame provides a unique signal about the company’s stance on an issue. Two studies support these blame inference predictions.