Pro-Social Consumer Influence Strategies: When and How Do They Work?
研究发现，亲社会定位策略（如环保定位、公益促销）要有效，必须激活消费者对营销来源的信任和消费者责任归因这两个调节变量，且其水平高低决定了策略是达成预期效果还是适得其反，损害产品权益和市场份额。
Whereas some firms embrace and successfully exploit pro-social consumer influence strategies (e.g., environmental positionings, cause-related promotions), other firms tend to downplay their effectiveness and are reluctant to pursue such strategies. The author's research findings reveal that important moderators, namely consumer trust in the marketing source and attributions of consumer responsibility, must be activated for pro-social positioning strategies to work. Moreover, the levels of the moderating variables appear to be critical in determining whether a pro-social positioning strategy achieves the intended effect or backfires, thereby jeopardizing product equity and market share.