A study on the impact of individuals’ moral self-image on
judgements of cause-related marketing campaigns
Alexander Jacobs
University of Groningen
Agenda
Introduction
Basis for my research:Newman & Cain (2014): Tainted Altruism: When Doing Some Good is Evaluated as Worse than Doing No Good at All
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Research question: How does a high or low MSI impact the moral judgement of cause-related marketing campaigns, and is this dependent on how these campaigns are framed in terms of charity profits vs company profits?Purchase intention of products with CM
campaign
Evaluation of company that uses
CM campaign Framing of cause-related marketing campaign Individuals‘ MSI • Control condition • Altruism condition • Tainted altruism condition
Theoretical framework
Behaviour (Purchase Intentions):
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Moral compensation:
• Balancing ofone‘s moral self-image • Low MSI → more ethical behaviour
(moral cleansing)
• High MSI → less ethical behaviour (moral licensing)
(Gneezy et al., 2011; Mazar & Zhong, 2010; Monin & Miller, 2001)
Moral consistency:
• People infer attitudes from
observing their own past behaviour
• Low MSI → less ethical behaviour • High MSI → more ethical behaviour
(Bem, 1972; Gawronski & Strack, 2012; Leliveld & Risselada, 2017)
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Theoretical framework
Evaluations (Morality + Manipulativeness ratings):
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Low MSI: • Double-distancing mechanism- Presenting oneself as more virtuous
- Judging others‘ ethical actions more strictly
→ Harsher judgement of tainted altruism framing
(Barkan et al., 2012; Shu et al., 2011)
High MSI:
• Positive judgement of others • No impact on judgement of others • Harsher judgement of others
Methodology
1. Manipulation of participants MSI (recall task) [control vs low vs high MSI]
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2. Reading scenario about company TOMs
[control vs altruism vs tainted altruism framing]
3. Rating of the company
• Purchase intentions: liking, purchase intentions • Morality: acceptable, altruistic, ethical, moral • Manipulativeness: selfish, manipulative
Results
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No replication of N&C study (control MSI)
→ altruism and tainted altruism framing led to more positive rating of company compared to control framing (p<.001), no significant difference between two altruism framings (min. p=.334)
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Main effect of MSI manipulation insignificant
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Altruism & Tainted Altruism framings always led to more
favourable ratings compared to control framing
Discussion
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MSI level had no impact on behaviour/evaluations
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ease of retrieval
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MTurk reliability
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Duration/Consistency of pro-social behaviour has impact on
consumer impressions
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Temporary → tainted altruism framing worsen consumer impressions
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Permanent → both altruism framings improve consumer impressions
(Hauser et al., 2018; Lelifeld & Tauber, 2019; Schwarz et al., 1991; Vlachos et al., 2009)
