Beruflich Dokumente
Kultur Dokumente
Method
The study used a 2 (Nationality: American vs. Singaporean) X 2 (Company: National vs.
Multinational Corporation) X 2 (Location of Cause: National vs. International) factorial design.
Respondents (N=275) were drawn from students attending universities in the U.S. and Singapore
and randomly assigned to one of four different (company by location of cause) conditions. Each
subject was given an informed consent and provided a brief description about a fictitious
company (Voray Corporation).
Voray was described as either a multinational corporation or a national company (Singaporean
for Singaporeans or American for Americans). Vorays products were described as personal care
products (e.g. soaps, shampoos, and deodorants). The information about Voray also included a
paragraph about a new marketing campaign that would donate two percent of Vorays sales to a
fictitious charity (Kids Charitable Foundation) for a five month period. Finally, participants were
given information about the Kids Charitable Foundation and its mission as a non-profit
organization to improve educational opportunities and facilities for children. The manipulation of
the location of the supported cause occurred by specifying that the foundation had a local focus
(Singaporean children for the Singaporean sample or American children for the American
sample) or an international focus (children throughout the world).
Participants were then asked to examine an advertisement which reinforced the information they
were previously given. After viewing the ad, participants were asked to fill out a questionnaire
assessing their attitudes toward the companys offer, the advertisement, the company image, and
perceptions of the corporations motives for supporting the charity. Demographic characteristics
and manipulation checks were then assessed.
Results and Discussion
To examine our hypotheses we ran four separate ANOVAs examining the independent variables
(company type, cause type, and nationality) on attitude toward the ad, attitude toward the offer,
company image, and company altruism. We did not find differences between the geographic
conditions as hypothesized and the nationality differences we found were actually opposite of
what we proposed. While we found differences in the attitudes toward the offer, the ad, and the
image of the company by nationality, Americans were actually more positive toward the CRM
campaign than were Singaporeans. Americans were also more likely to rate the companys
motivation for the CRM campaign as more altruistic than Singaporeans.
In fact it appears that perceived company motivation (altruism) was the most critical factor in
determining attitudes toward the CRM offer. Altruism was impacted by the experimental
conditions as we found a significant three-way interaction. Americans reported American
companies giving to global charities as most altruistic, whereas Singaporeans rated global
companies giving to global charities as most altruistic. More research on why perceptions of
altruism varied by country is warranted so that companies operating globally can make tactical
CRM decisions regarding cause selection.
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