Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement

Abstract

Cause-related marketing (CRM) skepticism significantly affects consumers’ attitudes and behavioral intentions. Thus, this study draws from construal-level theory to identify how the mediating role of message engagement curbs CRM skepticism. An online experiment indicated that matching skeptical consumers’ high-level mindset with abstract CRM messaging mitigates the negative effects of CRM skepticism on consumer responses. The resulting construal mindset congruency strengthens the favorability of consumer responses by increasing message engagement. Insight into skeptical consumers’ construal mindset adaptation is important because it provides a guide for the construction of advertising messages that engage skeptical consumers at the appropriate construal level to enhance message evaluation and behavior intention.

Keywords

• cause-related marketing
• construal level theory
• message abstractness