ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2019, Vol. 27 ›› Issue (4): 737-747.doi: 10.3724/SP.J.1042.2019.00737

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The influence of cause-related marketing on consumers' attitude and its theoretical explanation

LUO Ziwei1,2, LÜ Linxiang2()   

  1. 1 The Institute of Enterprise Development
    2 School of Management, Jinan University, Guangzhou 510632, China
  • Received:2018-05-10 Online:2019-04-15 Published:2019-02-22
  • Contact: Lü Linxiang


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

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