Overcoming skepticism towards cause related claims: the case of Norway

Abstract

Purpose This study, conducted in Norway, aims to investigate whether increasing consumers' familiarity by repeating cause related marketing (CRM) claims helps in reducing their skepticism towards CRM campaigns. It also seeks to test whether the relationship between familiarity and skepticism may be moderated by skepticism towards advertising in general. Design/methodology/approach A single factor experimental design with four levels of claim repetition was utilized to test the hypothesized effects between claim repetition, familiarity, skepticism towards advertising and skepticism towards CRM claim. Findings The findings support the hypothesized effects. Repeating claims helps in overcoming skepticism towards CRM claims and also reduces the adverse effects of skepticism towards advertising. Research limitations/implications The paper does not measure the kind of thoughts that result from the repetitions nor does it account for the effect of using a variety of sources for providing the information instead of just one. Practical implications The study demonstrates that marketers can overcome skepticism towards CRM with repetitions of claims, that awareness and credibility can be created by familiarizing the market with the campaign. This is especially beneficial for a lesser known company that can use repeated CRM claims to gain familiarity and create positive attitudes. Originality/value This paper draws a parallel between general advertising and CRM communications to show that important findings from advertising are not only applicable to CRM campaigns but also critical to its success.