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Effects of Cause-Related Marketing on Perceptions and Consumption of Food Products.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Effects of Cause-Related Marketing on Perceptions and Consumption of Food Products./
作者:	Webb, Victoria L.
面頁冊數:	1 online resource (144 pages)
附註:	Source: Dissertation Abstracts International, Volume: 78-11(E), Section: B.
Contained By:	Dissertation Abstracts International78-11B(E).
標題:	Psychology. -
電子資源:	click for full text (PQDT)
ISBN:	9780355028386

Effects of Cause-Related Marketing on Perceptions and Consumption of Food Products.
Webb, Victoria L.

Effects of Cause-Related Marketing on Perceptions and Consumption of Food Products. - 1 online resource (144 pages)

Source: Dissertation Abstracts International, Volume: 78-11(E), Section: B.

Thesis (Ph.D.)--Yale University, 2017.

Includes bibliographical references

Food marketing has been identified as a key aspect of the current obesogenic environment. The ways in which foods are marketed can affect individuals' judgments and consumption of food products in a fairly automatic manner. Cause-related marketing (CRM), in which a company supports a charity or cause in response to consumer action, is being increasingly utilized by the food industry. The present series of studies sought to determine if the presence of a CRM promotion on a food package would positively affect individuals' general evaluations, healthfulness judgments, and consumption of that food product. In light of social-cognitive theories of priming and goal pursuit, these studies also tested aspects of the CRM promotion (i.e., its relevance to health) and the individual (i.e., commitment to featured cause, health motives) predicted to enhance the effectiveness of the CRM promotion. In Study 1, participants recruited from a crowdsourcing site evaluated an unfamiliar food product package with a health-relevant CRM (i.e., American Cancer Society), non-health-relevant CRM (i.e., Salvation Army), or control (i.e., Limited Edition) promotion. The presence of a CRM promotion positively affected product attitudes, taste ratings, and willingness to pay for those individuals who expressed higher levels of commitment to the featured cause. Additionally, the health-relevant CRM promotion positively affected individuals' assessments of the product's healthfulness, specifically their judgment of how appropriate the food item would be in a healthy menu. In Study 2, participants were asked to judge and consume an unfamiliar food product with the health-relevant CRM or control promotion in the context of a "taste test." While participants rated the product with a health-relevant CRM promotion as relatively less caloric than the same product with a control promotion, the health-relevant CRM promotion did not affect other ratings of the product nor did it affect consumption volume. The moderating role of commitment to the featured cause on product judgments did not emerge in Study 2, and health motives did not significantly moderate product judgments in either study. This pattern of results suggests that health-relevant CRM may positively affect some aspects of consumers' judgments of a product's healthfulness. Additionally, when provided with little information about a food product, and when making a fairly rapid evaluation, individuals highly committed to a cause may judge a product featuring that cause on its package more positively. This finding is important given that consumers make several food-product purchasing decisions in-store, and commonly endorse low levels of deliberation associated with these decisions. Positive evaluations generated by CRM may play a role in these low-involvement, quick decisions. Paradigms that better foster automatic processing of CRM stimuli are necessary to further explore how this type of marketing may affect consumption. Future studies should evaluate the effects of CRM on purchase decisions and food choices, and aim to better approximate the repetitious nature of existing CRM promotional campaigns.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355028386Subjects--Topical Terms:

555998
Psychology.
Index Terms--Genre/Form:

554714
Electronic books.

Effects of Cause-Related Marketing on Perceptions and Consumption of Food Products.
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502 $a Thesis (Ph.D.)--Yale University, 2017.
504 $a Includes bibliographical references
520 $a Food marketing has been identified as a key aspect of the current obesogenic environment. The ways in which foods are marketed can affect individuals' judgments and consumption of food products in a fairly automatic manner. Cause-related marketing (CRM), in which a company supports a charity or cause in response to consumer action, is being increasingly utilized by the food industry. The present series of studies sought to determine if the presence of a CRM promotion on a food package would positively affect individuals' general evaluations, healthfulness judgments, and consumption of that food product. In light of social-cognitive theories of priming and goal pursuit, these studies also tested aspects of the CRM promotion (i.e., its relevance to health) and the individual (i.e., commitment to featured cause, health motives) predicted to enhance the effectiveness of the CRM promotion. In Study 1, participants recruited from a crowdsourcing site evaluated an unfamiliar food product package with a health-relevant CRM (i.e., American Cancer Society), non-health-relevant CRM (i.e., Salvation Army), or control (i.e., Limited Edition) promotion. The presence of a CRM promotion positively affected product attitudes, taste ratings, and willingness to pay for those individuals who expressed higher levels of commitment to the featured cause. Additionally, the health-relevant CRM promotion positively affected individuals' assessments of the product's healthfulness, specifically their judgment of how appropriate the food item would be in a healthy menu. In Study 2, participants were asked to judge and consume an unfamiliar food product with the health-relevant CRM or control promotion in the context of a "taste test." While participants rated the product with a health-relevant CRM promotion as relatively less caloric than the same product with a control promotion, the health-relevant CRM promotion did not affect other ratings of the product nor did it affect consumption volume. The moderating role of commitment to the featured cause on product judgments did not emerge in Study 2, and health motives did not significantly moderate product judgments in either study. This pattern of results suggests that health-relevant CRM may positively affect some aspects of consumers' judgments of a product's healthfulness. Additionally, when provided with little information about a food product, and when making a fairly rapid evaluation, individuals highly committed to a cause may judge a product featuring that cause on its package more positively. This finding is important given that consumers make several food-product purchasing decisions in-store, and commonly endorse low levels of deliberation associated with these decisions. Positive evaluations generated by CRM may play a role in these low-involvement, quick decisions. Paradigms that better foster automatic processing of CRM stimuli are necessary to further explore how this type of marketing may affect consumption. Future studies should evaluate the effects of CRM on purchase decisions and food choices, and aim to better approximate the repetitious nature of existing CRM promotional campaigns.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
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