GROUP 1 – ARTICLE 4
Effect of skepticism and message abstractness on cause-related marketing
campaign evaluation: The mediating role of message engagement
Lecturer: Mr. Phan Thế Anh Thanh Thuý Minh Châu Hồng Nhung
DATE: 5th Nov, 2021
Table of Contents
Hypothesis
Purposes
The contribution
of research
Results
01 02
04 05
03
Method
06
What we learn
I. Purposes
Presenter: Thanh Thuý
The main objective of marketers is to find out what is
the most effective information in CRM campaigns to
persuade customers and make them form a favorable
attitude towards advertising claims.
II. HYPOTHESIS
Presenter: Thanh Thuý
CRM Skepticism and construal mindset
1
Construct level theory: high
psychological distance, people hold a
higher level construal, while with low
psychological distance, people hold a
lower level mindset.
Construal level has been linked to creative performance.
+a high-level construal is associated with a stronger focus on
high-level considerations, such as desirability
+a low-level construal is associated with a stronger focus on
low-level considerations such as feasibility
2
HYPOTHESIS
exhibit a higher level of construal, as compared
