- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
The Role of CSR Proximity and Psychological Distance as a Marketing Strategy
The Role of CSR Proximity and Psychological Distance as a Marketing Strategy
Kim, Moon-Seop (Department of Business Administration, Kangwon National University)
Ahn, Sung-Sook (Institute of Management Research)
- 다운로드 수
- 조회수
Abstract
Purpose - This study aims to find ways to have CSR efforts lead to a purchase decision. For this purpose, this research examines the influence of the perceived CSR proximity on the purchase intention and studies the moderating role of psychological distance. Research design, data, and methodology - A total of 185 undergraduate students from a university in Korea were recruited and were randomly assigned to the conditions of a 2 (CSR proximity: close vs. far) × 2 (temporal distance: near vs. distant) × 2 (information type: concrete vs. abstract) between-subjects design. ANOVA was conducted to test the hypotheses. Results - When consumers construe a purchase decision at a high level via the far psychological distance, a firm's CSR efforts are considered important for the purchase decision. Conversely, when consumers construe a purchase decision at a low level via the near psychological distance, a firm's CSR efforts are not considered for the purchase decision. Conclusions - This research demonstrates that people have a greater intention to purchase products from a firm whose CSR proximity is perceived as being close rather than far. Furthermore, this study shows that the psychological distance moderates the effect of CSR proximity on the purchase intention.
- keywords
- Marketing Strategy, Construal Level, Corporate Social Responsibility (CSR), CSR Proximity, Information Type
참고문헌
Babiak, K., & Trendafilova, S. (2011). CSR and environmental responsibility: Motives and pressures to adopt green management practices. Corporate social responsibility and environmental management, 18(1), 11-24.
Bagozzi, R. P. (1979). Toward a formal theory of marketing exchange, in O. C. Ferrel, B. Stephen & L. Charles (eds.), Conceptual and Theoretical Developments in Marketing (American Marketing Association, Chicago), 431-447.
Berens, G., Riel, C. B. V., & Bruggen, G. H. V. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of Marketing, 69(3), 35-48.
Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. The Journal of Marketing, 61(1), 68-84.
Castaño, R., Sujan, M., Kacker, M., & Sujan, H. (2008). Managing consumer uncertainty in the adoption of new products: Temporal distance and mental simulation. Journal of Marketing Research, 45(3), 320-336.
Collins, C. M., Steg, L., & Koning, M. A. (2007). Customers'values, beliefs on sustainable corporate performance, and buying behavior. Psychology & Marketing, 24(6), 555-577.
Cone LLC. (2010). 2010 Cause evolution study, Retrieved from http://www.coneinc.com/research/archive.php
Cone LLC. (2008). Past, present, future: The 25th anniversary of cause marketing, Retrieved from http://www.coneinc.com
Creyer, E. H. (1997). The influence of firm behavior on purchase intention: Do consumers really care about business ethics?. Journal of consumer Marketing, 14(6), 421-432.
De Cremer, D., & van Dijk, E. (2002). Perceived criticality and contributions in public good dilemmas: A matter of feeling responsible to all?. Group Processes &Intergroup Relations, 5(4), 319-332.
DiMaggio, P. J., & Powell, W. (1983). The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48(2), 147-160.
Eyal, T., Liberman, N., & Trope, Y. (2008). Judging near and distant virtue and vice. Journal of experimental social psychology, 44(4), 1204-1209.
Eyal, T., Sagristano, M. D., Trope, Y., Liberman, N., & Chaiken, S. (2009). When values matter: Expressing values in behavioral intentions for the near vs. distant future. Journal of Experimental Social Psychology, 45(1), 35-43.
Freitas, A. L., Gollwitzer, P., & Trope, Y. (2004). The influence of abstract and concrete mindsets on anticipating and guiding others' self-regulatory efforts. Journal of experimental social psychology, 40(6), 739-752.
Fujita, K., Henderson, M. D., Eng, J., Trope, Y., & Liberman, N. (2006). Spatial distance and mental construal of social events. Psychological Science, 17(4), 278-282.
Grau, S. L., & Folse, J. A. G. (2007). Cause-related marketing (CRM): The influence of donation proximity and message-framing cues on the less-involved consumer. Journal of Advertising, 36(4), 19-33.
Gürhan-Canli, Z., & Batra, R. (2004). When corporate image affects product evaluations: The moderating role of perceived risk. Journal of marketing research, 41(2), 197-205.
Hahn, Y., & Kim, D. (2016). Corporate social responsibility:A comparison analysis, East Asian Journal of Business Management, 6(4), 13-17
Kim, K., Zhang, M., & Li, X. (2008). Effects of temporal and social distance on consumer evaluations. Journal of Consumer Research, 35(4), 706-713.
Kim, H., Rao, A. R., & Lee, A. Y. (2008). It's time to vote:The effect of matching message orientation and temporal frame on political persuasion. Journal of Consumer Research, 35(6), 877-889.
Kim, M. S., Kim, D. T., & Kim, J. I. (2014). CSR for sustainable development: CSR beneficiary positioning and impression management motivation. Corporate Social Responsibility and Environmental Management, 21(1), 14-27.
Kivetz, R., & Kivetz, Y. (2006). Reconciling mood contingency and mood regulation: The role of psychological distance, working paper (Columbia University, NY).
Ledgerwood, A., Trope, Y., & Chaiken, S. (2010). Flexibility now, consistency later: psychological distance and construal shape evaluative responding. Journal of personality and social psychology, 99(1), 32.
Liberman, N., & Trope, Y. (1998). The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. Journal of personality and social psychology, 75(1), 5.
Lii, Y. S., & Lee, M. (2012). Doing right leads to doing well:When the type of CSR and reputation interact to affect consumer evaluations of the firm. Journal of business ethics, 105(1), 69-81.
Lo, S. F. (2010). Performance evaluation for sustainable business: A profitability and marketability framework. Corporate social responsibility and environmental management, 17(6), 311-319.
Luchs, M. G., Naylor, R. W., Irwin, J. R., & Raghunathan, R. (2010). The sustainability liability: Potential negative effects of ethicality on product preference. Journal of Marketing, 74(5), 18-31.
Madrigal, R. (2000). The influence of social alliances with sports teams on intentions to purchase corporate sponsors' products. Journal of Advertising, 29(4), 13-24.
Madrigal, R., & Boush, D. M. (2008). Social responsibility as a unique dimension of brand personality and consumers’ willingness to reward. Psychology &Marketing, 25(6), 538-564.
Malkoc, S. A., & Zauberman, G. (2006). Deferring versus expediting consumption: The effect of outcome concreteness on sensitivity to time horizon. Journal of Marketing Research, 43(4), 618-627.
Murray, K. B., & Vogel, C. M. (1997). Using a hierarchyof-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: Financial versus nonfinancial impacts. Journal of Business Research, 38(2), 141-159.
Polonsky, M. J., & Speed, R. (2001). Linking sponsorship and cause related marketing: Complementarities and conflicts. European Journal of Marketing, 35(11/12), 1361-1389.
Ross III, J. K., Stutts, M. A., & Patterson, L. (2011). Tactical considerations for the effective use of cause-related marketing. Journal of Applied Business Research. 7(2), 58-65.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research, 38(2), 225-243.
Smith, N. C. (2003). Corporate social responsibility: whether or how?. California management review, 45(4), 52-76.
Sthapit, A., Jo, G. Y., & Hwang, Y. Y. (2016). Construal levels and online shopping: Antecedents of visits to and purchases from online retailers’ websites. The Journal of Industrial Distribution & Business, 7(3), 19-25.
Su, S., Jeong, Y. J., Choi, J. Y., & Kim, S. W. (2015). Effects of ethical management of retail enterprises in Korea on corporate image and purchase intention. The East Asian Journal of Business Management, 5(1), 27-35.
Thomas, M., Chandran, S., & Trope, Y. (2007). The effects of information type and temporal distance on purchase intentions. Samuel Curtis Johnson Graduate School of Management, Cornell University.
Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological review, 110(3), 403.
Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of consumer psychology, 17(2), 83-95.
Trudel, R., & Cotte, J. (2009). Does it pay to be good?. MIT Sloan Management Review, 50(2), 61.
Vanhamme, J., Lindgreen, A., Reast, J., & Van Popering, N. (2012). To do well by doing good: Improving corporate image through cause-related marketing. Journal of business ethics, 109(3), 259-274.
Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. The Journal of Marketing, 52(3), 58-74.
Zhao, M., & Xie, J. (2011). Effects of social and temporal distance on consumers' responses to peer recommendations. Journal of Marketing Research, 48(3), 486-496.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수