Testing the Selectivity Hypothesis in cause-related marketing among Generation Y: [When] Does gender matter for short- and long-term persuasion?

Abstract

Cause-related marketing (CRM) can enhance corporate image and increase sales, but effects may vary depending on the audience. Findings from a national survey, Study 1, reveal that Generation Y women are more likely than Generation Y men to support CRM. Our research further demonstrates unique findings with respect to message processing and response to a CRM campaign. In an experimental setting, Study 2 shows different gendered responses to a CRM campaign over time. Results show that men's purchase intentions decrease after message exposure, but increase after a two-week delay; the opposite was true for women. In line with the Selectivity Hypothesis theory, only women integrated multiple cues into the formation of purchase intentions. Theoretical and managerial aspects of gender for CRM are discussed.

Keywords:

• cause-related marketing
• Generation Y
• gender
• Selectivity Hypothesis
• short- versus long-term persuasion
• purchase intention

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Notes on contributors

Alexandra M. Vilela

Alexandra M. Vilela (PhD University of Wisconsin-Madison) is an Associate Professor of Advertising and Corporate Communication in the School of Media Arts & Design, College of Arts and Letter, James Madison University, in Harrisonburg, VA, USA. Her areas of research focus on cause-related marketing, corporate social responsibility, gender, product placement, and cross-cultural studies in advertising. She worked for more than 10 years in advertising, marketing, public relations, and journalism in South America and Europe.

Michelle R. Nelson

Michelle R. Nelson (PhD University of Illinois at Urban-Champaign) is an Associate Professor of Advertising in the Department of Advertising, College of Media, University of Illinois at Urbana-Champaign, USA. Her areas of research concentrate on product placement, media literacy and the use of persuasion techniques for social good. She serves as associate editor of the International Journal of Advertising and is on the editorial boards of the Journal of Advertising and the Journal of Interactive Advertising.