How Product–Cause Fit And Donation Quantifier Interact In Cause-Related Marketing (CRM) Settings: Evidence Of The Cue Congruency Effect

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Neel Das PhD, Associate Professor (Creator)
Appalachian State University (ASU )
Web Site:

Abstract: We are the first to examine the joint impact of product–cause fit and donation quantifier in the cause-related marketing (CRM) domain. We show that these two CRM cues interact in a unique manner, reflecting the cue congruency effect. Specifically, congruent combinations of these two cues result in high purchase intentions when the cues individually have positive effects. In all other cases, however, purchase intentions are low. Furthermore, we identify moderators of the above cue congruency effect. In Study 1, we show that the cue congruency effect is moderated by product-type, evidencing only in more hedonic product contexts. In Study 2, we show that the above cue congruency effect is moderated by purchase-type, evidencing in planned purchase contexts, but reversing in impulse purchase contexts. We discuss the process mechanism driving these effects, specify the contribution of this research for CRM, cue congruency and impulse purchases, and outline implications for practice.

Additional Information

Das, N., Guha, A., Biswas, A. et al. Mark Lett (2016) 27: 295. Publisher version of record available at:
Language: English
Date: 2016
Cause-related marketing, CRM, Donation quantifier, Product–cause fit, Cue congruency, Impulse purchases

Email this document to