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Academic News You Can Use: Local Angle Strengthens Programs
Reported by Michal Ann Strahilevitz, Professor of Marketing at Golden Gate University.
Recent published research by Stacy Landreth Grau, of Texas Christian University, and Judith Anne Garreston Folse, of Louisiana State University, looks at how to target consumers who are not as “socially conscious” as those who have traditionally participated in CRM campaigns.
Their research suggests that consumers who are less involved with causes in general view local causes more positively because, even if they are not personally relevant to them, they feel good about helping their own local community.
This does not indicate that national or even international causes are not valuable, but that finding a local angle could increase favorable attitudes among less cause-oriented consumers. Additionally, this research shows that focusing on positive aspects of participating in the cause is more effective than focusing on the negative aspects of not participating in that same cause. In addition, to reduce skepticism, the researchers recommend that marketers should communicate how each campaign fits into their general commitment to being a good corporate citizen.
This summary is based on “Cause-Related Marketing (CRM): The Influence of Donation Proximity and Message-Framing Cues on the Less-Involved Consumer”by Stacy Landreth Grau and Judith Anne Garretson Folse , Published in the Journal of Advertising, vol. 36, no. 4 (Winter), 2007, pg. 19-33.
About the authors:
Stacy Landreth Grau, Ph.D. is an Associate Professor of Professional practice in Marketing at Texas Christian University. Judith Ann Garretson Folse, Ph.D. is an Associate Professor of Marketing at Louisiana State University.
For more information on this research, contact Stacy Landreth Grau at s.grau@tcu.edu
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