Consumer reactions to the decreased usage message: The role of elaborative processing |
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Authors: | Katherine White Chelsea Willness |
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Institution: | 1. University of Calgary, Haskayne School of Business, 2500 University Dr. NW, Calgary, AB, Canada T2N 1N4;2. Deparment of OBHREE, Faculty of Business, Brock University, St. Catharines, ON, Canada |
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Abstract: | This research examines consumer reactions to an emerging trend among corporate social responsibility initiatives—the promotion of decreased usage of the company's own core products. The results across three experiments suggest that the presence of a decreased usage message that highlights incongruity between the marketing message and the company's goals leads to negative company evaluations. The authors demonstrate that elaborative processing underlies these effects by examining the moderating role of the need for cognition and cognitive load. Further, perceived incongruity and cognitive elaboration mediate the findings. The implications for marketers and consumers are discussed. |
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