Cause Marketing Affects Sales, says New Study


According to research conducted by Cone and Duke University’s Fuqua School of Business, cause-related marketing can exponentially increase sales. Nearly 200 research participants evaluated a new regional magazine and were exposed to either a cause-related or generic corporate advertisement for one of four focus brands.

Afterward, participants entered a mock convenience store and were given real money to purchase a product in each of the four categories. Their subsequent purchase decisions revealed the following:

•    74% increase in actual purchase for a shampoo brand when associated with a cause (47% of participants who saw the cause-related message chose the brand, while only 27% who said the generic corporate advertisement chose the brand);
•    28% increase in actual purchase for a toothpaste brand when associated with a cause (64% of participants who saw the cause message chose the target brand versus 50% who viewed the generic corporate advertisement); and,
•    Modest increases in the other two product categories tested (chips and lightbulbs); qualitative consumer responses showed that the issue, the nonprofit and the inherent nature of products were key factors in making cause-related purchasing decisions and helped explain why movement in these categories was not significant.

Additionally, Cone conducted the 2008 Cause Evolution Study to better identify what drove substantial product sales for two of the four brands. The following factors appeared to be important when deciding to support a company’s cause efforts:

•    84% want to select their own cause;
•    83% say personal relevance is key;
•    80% believe the specific nonprofit associated with the campaign matters;
•    77% say practical incentives for involvement, such as saving money or time, are important; and,
•    65% find emotional incentives for involvement, such as it making them feel good or alleviating shopping guilt, is important.

Source: Cone & Duke University’s Fuqua School of Business




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Conference

 Social_Media_Conference_180x150_ep
At PR News’ Social Media Conference, taking place October 9 at New York City’s Grand Hyatt, you will receive instruction from experienced social media communicators and take away practical knowledge that you can put to work right away as soon as you return to the office.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.