Research On The Influence Of Cause Marketing Advertising Orientation On Consumer Behavio

As consumers pay more attention to corporate social responsibility,enterprises gradually take cause-related marketing as a way to convey their own socially responsible behaviors.Because it can not only gain the recognition and support of consumers,but also help to enhance the reputation and image of the enterprise.However,at present,due to the influence of the local culture of Zhongyong and the negative attribution behavior of consumers,cause-related marketing gradually falls into the dilemma of " questioning" and often fails to achieve the expected effect.From the perspective of attribution theory,the key to achieving the ideal effect of cause-related marketing lies in whether cause-related advertising,which affects consumers’ first impression of marketing activities,is conducive to consumers’ altruistic attribution of enterprises.Therefore,the key to improve the effectiveness of cause-related marketing is to explore the psychological mechanism of consumers in the face of cause-related marketing advertisements,think about how to avoid the sensitive points of consumers’ negative behaviors,and enhance consumers’ sympathy and its transformation.Based on attribution theory and appraisal theory,this paper examines how advertising orientation(product orientation and cause orientation)influences consumer behavior(brand evaluation and purchase tendency)in cause-related marketing,and explores the psychological mechanism and influencing factors leading to negative effects.This paper holds that,based on attribution theory,if consumers make egoism attribution to the benevolent marketing activities of enterprises when they see cause-related marketing advertisements,they will have the perception of enterprises’ hypocrisy and the emotion of moral outrage,which will further affect consumers’ evaluation of enterprises and purchasing tendency of products.When consumers make altruistic attribution to corporate cause-related marketing activities,they will effectively transform sympathy into positive brand evaluation and purchase intention.Therefore,three experiments were conducted to verify the theoretical hypothesis,all of which were designed at the single-factor 2 level.The results of Experiment 1 show that neither product-oriented advertising nor cause-oriented advertising can significantly affect consumers’ brand evaluation and purchasing intention.The results of experiment 2 show that cause-oriented advertisements are more likely to cause consumers to have the perception of corporate hypocrisy and moral anger,which will negatively affect consumer behavior.As an important psychological mechanism,the perception of enterprise hypocrisy not only plays an intermediary role in advertising orientation,consumer brand evaluation and consumer purchase intention,but also leads to the moral outrage of consumers,which together plays an intermediary role in the influence of advertising orientation on consumer brand evaluation.The results of Experiment 3 show that sympathy plays a mediating role in advertising orientation and consumer brand evaluation and purchase intention.In general,the influence of cause-oriented advertising on consumer behavior is complex and multi-dimensional,among which the negative psychological mechanism and emotions of consumers in the face of cause-oriented advertising cannot be ignored.Finally,this paper provides a theoretical basis for enterprises to develop cause-related marketing strategies,and provides practical guidance for enterprises to investigate consumer psychology and behavior,marketing publicity.