Drawing on the cognitive theory of stress and the construal level theory, this study examines whether matching consumers’ coping strategy induced by the COVID-19-related stress with the construal level of the cause marketing campaign message increases persuasive power of campaigns. The study finding indicates a match between individuals’ coping and construal levels in advertisements drives greater persuasion. This study further explores the mechanism that leads to better persuasion. The mindset congruency effects on campaign participation intention occur only through response efficacy. Understanding how psychological stress influences consumers’ prosocial behavior would help advertisers understand how thy can encourage consumers to cope with specific types of stress by presenting them with more effective cause marketing campaign messages, resulting in purchasing products associated with social cause.
Author(s): Mikyeung Bae (Oklahoma City University)
Friday March 19, 2021 2:45pm - 4:15pm EDT
Daytona Room