善因营销对消费者态度的影响及其理论解释

doi:10.3724/SP.J.1042.2019.00737

摘要/Abstract

摘要：

善因营销是一种传播企业社会责任, 提升品牌形象的策略。当企业与善因事件结合时, 消费者可以获得参与慈善的机会。归因理论、SOR理论、自我信号理论、平衡理论可用于解释善因营销对消费者态度的影响。未来研究应进一步探讨在善因营销中是否存在其他影响消费者态度的因素, 从消费者角度深入研究善因营销的影响效果, 尝试从新的理论视角去分析善因营销影响消费者态度的内在机制。

关键词: 善因营销, 消费者态度, 企业社会责任

Abstract:

Cause-related marketing is an important strategy to combine the fulfillment of corporate social responsibility with the improvement of brand image. If a company engage in cause-related activities, the consumers of the company will have the opportunities to participate in philanthropic events when consumption. Base on the current state of knowledge regarding the domain of cause-related marketing, we found that attribution theory, stimulus-organism-response (SOR) theory, self-signaling theory, and balance theory can be used to explain the effects and mechanisms of cause-related marketing on consumer attitude. Future research should further explore new independent variables from the perspective of cause-related marketing that affects consumer attitude, the effect of cause-related marketing from consumer perspective, and even new mechanisms that underlying cause-related marketing effect on consumers' attitude.

Key words: cause-related marketing, consumer attitude, corporate social responsibility

中图分类号:

B849: F713.55

骆紫薇, 吕林祥. (2019). 善因营销对消费者态度的影响及其理论解释. 心理科学进展 , 27(4), 737-747.

LUO Ziwei, LÜ Linxiang. (2019). The influence of cause-related marketing on consumers' attitude and its theoretical explanation. Advances in Psychological Science, 27(4), 737-747.

图/表 1

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