Functional matching effect in CRM: Moderating roles of perceived message quality and skepticism

AbstractBy applying the functional matching effect to the domain of cause-related marketing (CRM), this study examined the conditions under which the CRM message matching to attitude bases would elicit greater persuasion. In this study, a matched (or mismatched) CRM message is represented by the ad message featuring an argument that matches (or mismatches) consumers' primary motivation for purchasing the product supporting a social cause. Using a before-and-after experimental design, the perceived message quality and consumer skepticism about CRM practices were tested as moderators of the relationship between the functional matching of arguments and persuasion. This study assessed persuasion by measuring attitudes toward the CRM ad and the brand, and purchase intention. As expected, the functionally matched message appeared to generate greater persuasion when the argument was perceived to be strong. Additionally, low skeptics showed more favorable responses to the matched message compared to high skeptics. Theoretical and managerial implications were discussed to enhance the persuasiveness of CRM messages.Keywords:: cause-related marketingfunctional matching effectperceived message qualityconsumer skepticism Notes1. Email: emanuel@cogentresearch.com2. Email: dyoon@ou.eduAdditional informationNotes on contributorsEleonora ManuelEleonora Manuel is a Data Analyst at Cogent Research, LLC, Cambridge, MA 02140, USA.Seounmi YounSeounmi Youn is Associate Professor at the Department of Marketing Communication, Emerson College, Boston, MA, USA. Dr. Youn has widely published on the relation between marketing and societal issues in international high-standard peer reviewed journals such as Journal of Broadcasting and Electronic Media, Journal of Consumer Affairs, Communication Research, Journal of Advertising Research, International Journal of Advertising, CyberPsychology and Behavior, and Psychology and Marketing.Doyle YoonDoyle Yoon is an Associate Professor in the Gaylord College of Journalism and Mass Communication, University of Oklahoma, Norman, OK, USA. Dr. Yoon's research interests focus on consumers' brand experience, electronic customer-brand relationship management, online information processing, attitude changes, and cross-cultural studies in advertising. His academic works have been presented at international and national academic conferences, and have been published in the several Marketing and Advertising journals.