Using commitments to drive consistency: Enhancing the effectiveness of cause-related marketing communications

Journal of Marketing Communications

Volumn 11, Issue 4, 2005, Pages 231-246

  Vaidyanathan, Rajiv ^a   Aggarwal, Praveen ^a  

^a UNIVERSITY OF MINNESOTA DULUTH   (United States)

Author keywords

Cause related marketing; Commitment consistency theory; Consumer behaviour; Environmentalism; Foot in the door technique

Indexed keywords

EID: 29144456693     PISSN: 13527266     EISSN: None     Source Type: Journal    
DOI: 10.1080/0144619052000345600     Document Type: Review

References (28)

1. Belch, G. E. & Belch, M. A. (2004) Advertising and Promotion: An Integrated Marketing Communications Perspective, 6th edn (New York, NY: McGraw-Hill/Irwin).
2. Bem, D. J. (1972) Self-perception theory, in: L. Berkowitz (Ed.) Advances in Experimental Social Psychology, 6th edn (New York, NY: Academic).
3. Burger, J. M. (1999) The foot-in-the-door compliance procedure: a multiple-process analysis and review, Personality and Social Psychology Review, 3(4), pp. 303-325.
4. Chartrand, T., Pinckert, S. & Burger, J. M. (1999) The effects of time delay and requester on the foot-in-the-door technique, Journal of Applied Social Psychology, 29, pp. 211-221.
5. Cialdini, R. B. (2001) Influence: Science and Practice, 4th edn (Needham Heights, MA: Allyn & Bacon).
6. Cialdini, R. B. & Ascani, K. (1976) Test of a concession procedure for inducing verbal, behavioral and further compliance with the request to give blood, Journal of Applied Psychology, 61, pp. 295-300.
7. Clow, K. E. & Baack, D. (2002) Integrated Advertising, Promotion, & Marketing Communications (Upper Saddle River, NJ: Prentice Hall).
8. Foss, R. & Dempsey, C. (1979) Blood donations and the foot-in-the-door technique, Journal of Personality and Social Psychology, 37(4), pp. 580-590.
9. Freedman, J. L. & Fraser, S. C. (1966) Compliance without pressure, the foot-in-the-door technique, Journal of Personality and Social Psychology, 4, pp. 195-202.
10. Girandola, F. (2002) Sequential requests and organ donation, The Journal of Social Psychology, 142(2), pp. 171-178.
11. Goethals, G. & Reckman, R. (1973) The perception of consistency in attitudes, Journal of Experimental Social Psychology, 9, pp. 491-501.
12. Guéguen, N. & Jacob, C. (2001) Fund-raising on the web: the effect of an electronic foot-in-the-door on donation, CyberPsychohgy & Behavior, 4(6), pp. 705-709.
13. Harari, H., Mohr, D. & Hosey, K. (1980) Faculty helpfulness to students: a comparison of compliance techniques, Personality and Social Psychology Bulletin, 6, pp. 373-377.
14. Hume, S. (1991) Consumer doubletalk makes companies wary, Advertising Age, 62(46), pp. GR4.
15. Mainieri, T., Barnett, E. G., Valdero, T. R., Unipan, J. B. & Oskamp, S. (1997) Green buying: the influence of environmental concern on consumer behavior, The Journal of Social Psychology, 137(2), pp. 189-204.
16. Mandese, J. (1991) New study finds green confusion, Advertising Age, 62(45), pp. 1 and 56.
17. Oskamp, S., Harrington, M. J., Edwards, T. C., Sherwood, D. L., Okuda, S. M. & Swanson, D. C. (1991) Factors influencing household recycling behavior, Environment and Behavior, 23, pp. 494-519.
18. Ray, M. L. (1973) Communication and the hierarchy of effects, in: P. Clarke (Ed.) New Models for Mass Communication Research, pp. 147-175 (Beverly Hills, CA: Sage).
19. Schwarzwald, J., Bizman, A. & Raz, M. (1983) The foot-in-the-door paradigm: effects of second request size on donation probability and donor generosity, Personality and Social Psychology Bulletin, 9, pp. 443-450.
20. Seligman, C., Bush, M. & Kirsch, K. (1976) Relationship compliance in the foot-in-the-door paradigm and size of the first request. Journal of Personality and Social Psychology, 33, pp. 517-520.
21. Sherman, S. (1980) On the self-erasing nature of errors of predictions, Journal of Personality and Social Psychology, 39(2), pp. 211-221.
22. Snyder, M. & Cunningham, M. R. (1975) To comply or not comply: testing the self-perception explanation of the foot-in-the-door phenomenon, Journal of Personality and Social Psychology, 31, pp. 64-67.
23. Strahilevitz, M. & Myers, J. (1998) Donations to charities as purchase incentives: how well they work may depend on what you are trying to sell, Journal of Consumer Research, 24, pp. 434-446.
24. Stults, D. M. & Messé, L. A. (1985) Behavioral consistency: the impact of public versus private statements of intentions. Journal of Social Psychology, 125(2), pp. 277-278.
25. Tybout, A. (1978) Relative effectiveness of three behavioral influence strategies as supplements to persuasion in a marketing context, Journal of Marketing Research, 15, pp. 229-242.
26. Uranowitz, S. W. (1975) Helping and self-attributions: a field experiment, Journal of Personality and Social Psychology, 31, pp. 852-854.
27. Varadarajan, P. R. & Menon, A. (1988) Cause-related marketing: a co-alignment of marketing strategy and corporate philanthropy, Journal of Marketing, 52, pp. 58-74.
28. Vining, J. & Ebreo, A. (1990) What makes a recycler? A comparison of recyclers and non-recyclers, Environment and Behavior, 22, pp. 55-73.