Research On The Impact Of Consumer Guilt Appeals And Donation Magnitude On Cause-Related Marketing Advertising

With the development of economy and society,the Corporate Social Responsibility of company is getting higher and higher.The cause-related marketing(CRM)witch is a new marketing model has emerged.In recent years,the CRM in China is in the stage of rapid development.Chinese companies also start to realize the value and importance of CRM,more and more companies are involved in it and hope to increase sales,enhance corporate image and brand value by this way.This marketing model has been widely used in practice,the theorists are also paying more and more attention to it.After a review of the existing literature,a concept marketing model which comprises guilt appeals,donation magnitude and CRM has been built.The guilt appeals is divided into into two categories:a guilt appeal ad or a non-guilt appeal ad,the donation magnitude is divided into two categories:high and low.Using the attitude toward the product and consumer's purchase intention to measure the CRM effect.Lastly,using the scenario experimental methods to study the effect of guilt appeals and donation magnitude of the CRM,and the moderation effect of donation magnitude in CRM activities.Designed2(guilt appeals/none-guilt appeals)*2(high donation magnitude/low donation magnitude)a total of 4 groups of experiments to explore whether there is a significant effect of guilt appeal and donation magnitude on product attitude and purchase intention,and whether there is interaction between guilt appeal and donation amount.The research object of this paper is college students,271 questionnaires was collected in 4 groups of experimental,and we use the SPSS 18.0 to analysis the data.The results are as follows:(1)The effect of guilt appeal on the effect of CMR advertising is not significant.No matter what the appeal of guilt is,there is no significant difference in the effect of advertising.(2)The donation magnitude will have a significant impact on the effectiveness of ad marketing advertising.The higher the donation magnitude is,the higher the marketing advertising effect is.(3)The guilt appeal and the donation magnitude have significant interaction effects on the effect of CRM advertising.A lower level of donation is suitable to emphasize the guilt appeal in advertising.In the situation of higher level of donation,it is more appropriate for non-guilt appeal.Finally,according to the above conclusion,the marketing proposals are proposed:(1)The using of guilt can't always get good effects,marketing staff should reasonably grasp the degree of guilt appeal when applying the appeal of guilt.The low sense of guilt can't effectively motivate the guilt of the consumer,exorbitant guilt appeals can easily lead to other negative emotions,such as anger,disgust,etc.(2)Increase the amount of donation Within the acceptable range or the level of persuasion of knowledge expectations of the mind.Guide consumer buying behavior to get better marketing results.(3)Search for the best matching of guilt appeal and donation magnitude,marketing staff should determine the appropriate guilt appeal according to the donation magnitude.(4)Improve the credibility of advertising content,pay attention to the intensity of manipulation intention,avoid the negative effects of consumers being manipulated,and attract consumers to participate in CRM activities,and guide their buying behavior,persuade them to buy cause marketing products.