| Abstract: | Two experiments are presented in this paper that explore the effect of cause‐related marketing (CRM) on product choice. To allow evaluation of the effect of experience and the role of individual differences, the experiments used a repeated choice setting. The results of Experiment 1 showed that the effect of CRM was stable over time. However, the direction of the effect was sensitive to the value of the product. CRM served as an equaliser: it helped disadvantaged alternatives and reduced the attractiveness of superior alternatives. Experiment 2 showed that the effect of CRM decreased but did not disappear in an easy choice task. These findings are summarised in a simple model and discussed in terms of their potential marketing applications. Copyright © 2003 Henry Stewart Publications. |
