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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…mehr

Produktbeschreibung
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.
Autorenporträt
Born in Amsterdam, the Netherlands in 1988. Got her Bachelors degree in Dutch Language and Communication, now holds the Master of Science title in Persuasive Communication, achieved at the Graduate School of Communication at the University of Amsterdam.