Thinking About Fit And Donation Format In Cause Marketing: The Effects Of Need For Cognition

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Neel Das PhD, Associate Professor (Creator)
Appalachian State University (ASU )
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Abstract: A cause-related marketing exchange model, investigating product–cause fit, donation format, and the moderating effects of need for cognition (on fit and format) on consumer purchase intentions, is tested. The results suggest that individuals who have a low need for cognition do not display a difference in purchase intentions for different permutations of product–cause fit and donation format. Individuals who have a high need for cognition, by contrast, indicate greater purchase intentions for an exact donation format when the product–cause fit is low, while exhibiting no difference when the product cause fit is high, regardless of the donation format.

Additional Information

Anthony H. Kerr & Neel Das (2013). Thinking about Fit and Donation Format in Cause Marketing: The Effects of Need for Cognition, Journal of Marketing Theory and Practice, 21:1, 103-112, DOI: 10.2753/MTP1069-6679210107. Publisher version of record available at:
Language: English
Date: 2014
Cause-related marketing (CRM), purchase intentions, donation format, consumers

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