The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence

Cause-related marketing (CM) is the creation of a mutually beneficial relationship between a company and a nonprofit organization, with the dual objectives of boosting profit for the company and promoting the cause of the nonprofit. The present research demonstrates that mere exposure to CM evokes in consumers a desire to be prosocial and reduces the likelihood of self-indulgent choices. However, the act of purchasing CM products may provide...