The researchers investigated 3 factors that they thought affected consumers' perception: (1) perceived fit i.e., similarity among the company's corporate missions as well as the social initiative; (2) perceived corporate motive i.e., altruistic-centered versus profit-centered; and (3) timing in the announcement i.e, reactive versus proactive.
Becker-Olsen et al. conducted a couple of separate studies, both published together in 2005; the very first discover examined the benefits of fit and motivation. Specifically, the researchers have been screening two hypotheses: (1) low fit in between a business and its social initiative would result adverse attitudes toward the company along with a lower likelihood of purchase intention; and (2) initiatives perceived as profit-motivated would also bring about damaging attitudes along with a lower likelihood of buy intention. To begin the analysis, the researchers completed many pretests to remove other variable causes.
To assess the effects of perceived fit and motivation, the researchers utilized a 2x2 Analysis of Variance (ANOVA) model as shown in table 1. Subjects have been presented with test stimuli like a USA Today newspaper article. The article outlined the company and also the trigger (which varied in accordance with the 2x2 design). To assess fit, subjects were asked series of queries regarding perceived fit from the business towards cause. To assess motive, the goals in the process varied, with some subjects reading articles that said goals for example "Home Depot hopes this as well as other new programs will increase sales or Hope Depot hopes this as well as other programs will aid people at risk.
Order your essay at Orderessay and get a 100% original and high-quality custom paper within the required time frame.
No comments:
Post a Comment