Low‐fit cause‐related marketing: When and why do consumers respond positively?
研究了消费者在何种情况下会支持低契合度的公益营销活动，发现整体性思维者因更关注受益者需求而反应积极，且对企业社会责任的怀疑态度会限制该效应。
Abstract This paper examines when and why consumers are likely to support low‐fit cause‐related marketing (CM) initiatives. Through six studies, we demonstrate that when consumers think more holistically rather than analytically, they are likely to respond as positively to low‐fit CM initiatives as high‐fit ones. This effect occurs because holistic thinkers focus not only on the company and its characteristics but also on the perceived need of the cause beneficiaries, making them more likely to perceive the corporate motives to be public‐serving, producing more favorable evaluations of the company. Dispositional skepticism toward corporate social responsibility (CSR) acts as a boundary condition of this effect.