TY - JOUR
T1 - Interdependent self-construal in collectivist cultures
T2 - Effects on compliance in a cause-related marketing context
AU - Vaidyanathan, Rajiv
AU - Aggarwal, Praveen
AU - Kozłowski, Wojciech
PY - 2013/2/1
Y1 - 2013/2/1
N2 - This study is a replication and extension of prior work on the effectiveness of cause-related marketing efforts. We show that compliance behavior across cultures can be different depending on the dominant self-construal paradigm prevalent in a given society. The original study had shown that people in independent self-construal societies (individualist countries such as the USA) are unwilling to follow up on their original commitment (to support rainforest protection) if compliance involves bearing the cost of such action (paying a higher price for a product where part of the price is donated to rainforest protection). This study, drawing on a sample of students at a mid-sized university in northern Poland, shows that commitment-consistency works in collectivist, interdependent self-construal societies in a different way: if the cause being supported is of a pro-social nature, people in such societies are willing to pay the higher product price to support it.
AB - This study is a replication and extension of prior work on the effectiveness of cause-related marketing efforts. We show that compliance behavior across cultures can be different depending on the dominant self-construal paradigm prevalent in a given society. The original study had shown that people in independent self-construal societies (individualist countries such as the USA) are unwilling to follow up on their original commitment (to support rainforest protection) if compliance involves bearing the cost of such action (paying a higher price for a product where part of the price is donated to rainforest protection). This study, drawing on a sample of students at a mid-sized university in northern Poland, shows that commitment-consistency works in collectivist, interdependent self-construal societies in a different way: if the cause being supported is of a pro-social nature, people in such societies are willing to pay the higher product price to support it.
KW - cause-related marketing
KW - commitment-consistency
KW - compliance
KW - cross-cultural marketing
KW - interdependent self-construal
UR - http://www.scopus.com/inward/record.url?scp=84876126558&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84876126558&partnerID=8YFLogxK
U2 - 10.1080/13527266.2011.551833
DO - 10.1080/13527266.2011.551833
M3 - Article
AN - SCOPUS:84876126558
VL - 19
SP - 44
EP - 57
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
SN - 1352-7266
IS - 1
ER -