Psychological distance and perceived consumer effectiveness in a cause-related marketing context
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DOI: 10.1007/s12208-016-0170-y
Abstract: This research examines how construal level (near/far psychological distance framing) and Perceived Consumer Effectiveness impact response to cause-related marketing appeals (CRM). An on-line experiment was conducted with a North American representative sample of research panel… read more here.
Keywords: consumer effectiveness; perceived consumer; psychological distance;