ABSTRACT The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type. Results from three studies show that a long duration works when a utilitarian product is paired with a primary cause, such as life necessities, or a hedonic product with a secondary cause, such as quality of life. A short duration is advantageous for a hedonic product paired with a primary cause. Consumers favored these combinations because they attributed positive motives to the company for launching cause-related marketing campaigns. Companies can maximize the success of their cause-related marketing by choosing the duration that best suits their product–cause bundle.

中文翻译：

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营销活动因素如何影响态度和购买意愿

摘要作者建议，与原因相关的营销活动持续时间的决策应取决于原因类型和产品类型的组合。来自三项研究的结果表明，当功利性产品与诸如生活必需品之类的主要原因配对使用时，或诸如生活质量之类的次要原因与享乐性产品配对使用时，则持续时间长。短持续时间对于与主要病因配对的享乐产品是有利的。消费者之所以喜欢这些组合，是因为他们将积极动机归功于公司开展与因果相关的营销活动。公司可以通过选择最适合其因果关系的持续时间来最大限度地提高因因营销的成功。