APS
2023 APS Annual Convention · 2023
Preference for Visual Salience in Cause-Related Marketing
- Jie Wang
The Hong Kong Polytechnic University - Boyoun (Grace) Chae
The Hong Kong Polytechnic University - Yuwei Jiang
The Hong Kong Polytechnic University
Abstract
Cause-Related Marketing (CRM) refers to the marketing practice of donating proceeds from product sales to designated charitable causes (Varadarajan & Menon, 1988). This research shows that cause-related marketing (CRM) increases preference for visually salient products.
Other
