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DC FieldValueLanguage
dc.contributorDepartment of Management and Marketingen_US
dc.contributor.advisorChae, Boyoun Grace (MM)en_US
dc.contributor.advisorJiang, Yuwei (MM)en_US
dc.creatorWang, Jie-
dc.identifier.urihttps://theses.lib.polyu.edu.hk/handle/200/13219-
dc.languageEnglishen_US
dc.publisherHong Kong Polytechnic Universityen_US
dc.rightsAll rights reserveden_US
dc.titleThe impact of cause-related marketing on preference for visual salienceen_US
dcterms.abstractCause-Related Marketing (CRM) refers to the marketing practice of donating proceeds from product sales to designated charitable causes. It is prevalent for marketers to choose or design a certain product for CRM. However, little attention in academic is paid to what aesthetic features should be considered for CRM. To fulfill this gap, the current research investigates how CRM impacts consumers’ aesthetic preferences for products.en_US
dcterms.abstractI posit that CRM enhances consumer preference for products’ visual salience by increasing feelings of pride. A set of empirical experiments validates the proposition. The study results demonstrate that CRM enhances consumers’ preference for visual salience. This effect is based on the affective value of visual salience. Purchasing cause-related products triggers the feeling of pride, a self-conscious emotion. Consequently, consumers choose products with visually salient designs to express such feelings of pride. Moreover, the current research investigates the boundary conditions of the effect of CRM on preference for visual salience in terms of product designs, marketing practices, and consumer features. To be more specific, CRM will not increase consumers’ preference for visual salience if there is a visual cue of CRM attached to products. Furthermore, if a price discount on cause-related products is provided, consumers will not prefer visually salient products anymore. At last, the effect of CRM on preference for visual salience will be stronger among consumers who score high on the dimension of moral identity symbolization.en_US
dcterms.extentix, 53 pages : color illustrationsen_US
dcterms.isPartOfPolyU Electronic Thesesen_US
dcterms.issued2022en_US
dcterms.educationalLevelM.Phil.en_US
dcterms.educationalLevelAll Masteren_US
dcterms.LCSHSocial marketingen_US
dcterms.LCSHMarketingen_US
dcterms.LCSHAestheticsen_US
dcterms.LCSHHong Kong Polytechnic University -- Dissertationsen_US
dcterms.accessRightsopen accessen_US

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Please use this identifier to cite or link to this item: https://theses.lib.polyu.edu.hk/handle/200/13219