caa a22 4500 605485623 CHVBK 20210128100441.0 cr unu---uuuuu 210128e20150301xx s 000 0 eng 10.1007/s10551-014-2048-4 doi (NATIONALLICENCE)springer-10.1007/s10551-014-2048-4 Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing [Elektronische Daten] [Chun-Tuan Chang, Zhao-Hong Cheng] Donating money to a charity based on consumer purchase is referred to as cause-related marketing (CRM). In this research, we profile consumer psychographics for skepticism toward advertising in a CRM context. To be specific, this study investigates whether and how psychological antecedents (i.e., consumer shopping orientation and mindset) and gender differences influence consumer skepticism toward advertising. An empirical study was conducted with 291 participants. Structural equation modeling was employed for hypothesis testing. The results suggest that a utilitarian orientation and an individualistic mindset are positively related to skepticism toward advertising, while a hedonic orientation and a collectivistic mindset are negatively related to skepticism toward advertising. Gender differences are also found in the aforementioned relationships. The segmentational approach of gender and psychographics can assist marketers to explain consumer attitudes toward CRM and then to communicate with those CRM advocates better. Springer Science+Business Media Dordrecht, 2014 Cause-related marketing nationallicence Consumer skepticism toward advertising nationallicence Shopping orientation nationallicence Mindset nationallicence Gender nationallicence Chang Chun-Tuan Department of Business Management, National Sun Yat-sen University, No. 70, Lianhai Rd, Gushan District, 804, Kao-hsiung, Taiwan aut Cheng Zhao-Hong Department of Business Management, National Sun Yat-sen University, No. 70, Lianhai Rd, Gushan District, 804, Kao-hsiung, Taiwan aut Journal of Business Ethics Springer Netherlands 127/2(2015-03-01), 337-350 0167-4544 127:2<337 2015 127 10551 https://doi.org/10.1007/s10551-014-2048-4 text/html Onlinezugriff via DOI BK010053 XK010053 XK010000 Metadata rights reserved Springer special CC-BY-NC licence nationallicence 1 research-article jats NATIONALLICENCE NATIONALLICENCE NL-springer NATIONALLICENCE 856 40 https://doi.org/10.1007/s10551-014-2048-4 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Chang Chun-Tuan Department of Business Management, National Sun Yat-sen University, No. 70, Lianhai Rd, Gushan District, 804, Kao-hsiung, Taiwan aut NATIONALLICENCE 700 1- Cheng Zhao-Hong Department of Business Management, National Sun Yat-sen University, No. 70, Lianhai Rd, Gushan District, 804, Kao-hsiung, Taiwan aut NATIONALLICENCE 773 0- Journal of Business Ethics Springer Netherlands 127/2(2015-03-01), 337-350 0167-4544 127:2<337 2015 127 10551