Open Access. Powered by Scholars. Published by Universities.®
![Digital Commons Network](http://assets.bepress.com/20200205/img/dcn/DCsunburst.png)
Management Sciences and Quantitative Methods Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Management Sciences and Quantitative Methods
Examining The Effects Of Culture On Preference Of Social Cause In Cause-Related Marketing: A Cross-Cultural Study Of The United States And Chile, Alicia Helfrich
Examining The Effects Of Culture On Preference Of Social Cause In Cause-Related Marketing: A Cross-Cultural Study Of The United States And Chile, Alicia Helfrich
Undergraduate Honors Thesis Collection
Cause-related marketing is a common business practice that aims to align strategic goals of a for-profit company with the social needs of the stakeholders and occurs most frequently when a portion of a purchase is donated to a designated social cause. The utilization of cause-related marketing has been shown to increase purchase intention of consumers. The present study examines the impact that culture has on consumer’s preference of social cause in a cause-related marketing campaign by comparing two countries, the United States and Chile. The researchers predicted that people from Chile and those with an interdependent self-construal would be more …