How Social-Cause Marketing Affects Consumer Perceptions

Sloan Management Review, Vol. 47, Issue 2, pp. 49-55, 2006

Posted: 4 Aug 2011 Last revised: 20 Nov 2012

See all articles by Steve Hoeffler

Steve Hoeffler

Vanderbilt University - Marketing

Paul N. Bloom

Duke University - Center for the Advancement of Social Entrepreneurship (CASE)

Kevin Lane Keller

Dartmouth College - Tuck School of Business

Carlos E. Basurto Meza

Universidad de Monterrey (UDEM)

Date Written: 2006

Abstract

The article reports on experimental studies indicating that the research method known as conjoint analysis could be a valuable market research tool to help companies predict which of several alternative affinity marketing or social-cause marketing affiliations would provide the best return on investment. Case histories suggest that companies have been able to use societal marketing to help differentiate their brands from competitors in consumers' minds. Careful experimental research using conjoint analysis is recommended to refine and test ideas for affinity marketing initiatives against one another and against other kinds of marketing initiatives.

Keywords: Conjoint Analysis (Marketing), Marketing Research, Social Marketing, Marketing Industrial Research, Research Rate of Return, Capital Investments, Financial Performance

Suggested Citation

Hoeffler, Steve and Bloom, Paul N. and Keller, Kevin Lane and Meza, Carlos E. Basurto, How Social-Cause Marketing Affects Consumer Perceptions (2006). Sloan Management Review, Vol. 47, Issue 2, pp. 49-55, 2006. Available at SSRN: https://ssrn.com/abstract=1904598

Steve Hoeffler (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Paul N. Bloom

Duke University - Center for the Advancement of Social Entrepreneurship (CASE) ( email )

Box 90120
Durham, NC 27708-0120
United States
919-660-7914 (Phone)
919-660-8038 (Fax)

Kevin Lane Keller

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

Carlos E. Basurto Meza

Universidad de Monterrey (UDEM) ( email )

Av. Morones Prieto 4500 Pte.
Monterrey, Nuevo León 66238
Mexico

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