Cause‐related marketing of luxury brands: Nudging materialists to act prosocially
通过四项实验，研究发现物质主义者更愿意参与产品关联型（限量版产品）而非捐赠关联型的善因营销，而非物质主义者则相反；这一效应源于奢侈品的地位信号作用，且当物质主义者的地位需求暂时满足时消失。
Abstract Across four experiments, we show that materialists' willingness to engage in cause‐related marketing (CRM) depends on the type of campaign: product‐linked (brand linked to a cause through limited‐edition products) or donation‐linked (direct donations to a charitable cause). Materialists are more willing to engage in product‐linked than donation‐linked campaigns, whereas nonmaterialists show the opposite pattern. The effect for materialists is driven by the status‐signaling qualities that luxury products convey and is eliminated for value brands and when materialists' need for status is momentarily satiated. This study shows that materialists can be nudged to behave prosocially by leveraging their status‐seeking motivations in the context of luxury consumption, and luxury brands will maximize participation by utilizing product‐linked CRM campaigns.