A New Approach to Cause-Related Marketing Scepticism: Psychology

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
Delivery in :  10-12 Business Days

 

Check Your Delivery Options

 
Rs. 1,781

Availability: In stock

 
  • Product Description
 

Although a variety of variables have been investigated in their ability to strengthen or weaken the level of consumer scepticism towards cause-related marketing, one dimension is still absent. The present study suggests a psychological approach aiming to explain different levels of consumer scepticism on the basis of psychological insights. In the case of this study it entails the understanding of consumer’s preference for taking in information. If a cause-related marketing ad is tailored to a consumer’s preference, the level of cause-related marketing scepticism might be lower. This study clearly explains why further and more extended research with this psychological tool could be of additional value. The tool is able to provide advertisers with useful information about their target audience, which can increase the effectiveness of their advertising and lead to a better understanding of cause-related marketing on the consumer’s side.

Product Specifications
SKU :COC91139
AuthorJulie van der Have
LanguageEnglish
BindingPaperback
Number of Pages52
Publishing Year2013-10-28T00:00:00.000
ISBN9783659441417
Edition1 st
Book TypeMedia studies
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-10-08 00:00:00
0 Review(s)