The Cause Cue Effect: Cause‐Related Marketing and Consumer Health Perceptions. Issue 2 (10th September 2015)

• Record Type: Journal Article
• Authors: Minton, Elizabeth A.; Cornwell, T. Bettina
• Is Part Of: Journal of consumer affairs. Volume 50:Issue 2(2016)
• Page Start: 372
• Page End: 402
• Publication Date: 2015-09-10
• Subjects: Consumer education -- Periodicals; Consumers -- Periodicals; 381.33
• DOI: 10.1111/joca.12091
• Languages: English
• ISSNs: 0022-0078

Abstract

Abstract : Many for‐profit companies (e.g., Kraft, Kentucky Fried Chicken, Keebler, 5‐Hour Energy) are partnering with health‐oriented nonprofits (e.g., Academy of Nutrition and Dietetics, Susan G. Komen for Breast Cancer Research, American Red Cross) to make purchase‐contingent donations. Companies use cause‐related marketing to improve brand image and goodwill for their food products and companies. Prior research has examined how food‐related cues can create consumer misperceptions; however, consumer perceptions related to corporate communications (e.g., the use of cause cues) has received little research attention. This research explores consumer reactions to cause cues and finds that adding a health cause to a food package significantly increases product health perceptions, and, usually, product attitude, and purchase intentions (i.e., the cause cue effect) in both a student sample (Studies 1 and 2) and an adult sample on Amazon's mTurk (Study 3). Implications for cueing and inference‐making literature, and for consumer health, and policymakers are discussed.