Cause Related Marketing

The measurement of electrical activity at the scalp using EEG can provide great insight into cognition and information processing. For example, event-related potentials (ERPs) are positive or negative deflections that correspond to a stimulus or event. These ERPs can reflect error processing and attentional processes associated with a stimulus. Specifically, error-related negativity and feedback-related negativity (ERN, FRN), are related to performance/conflict monitoring. Furthermore, the P300 ERP reflects attentional processes in response to target stimuli. Previous research examining the P300 component on a complex learning task has demonstrated increased P300 amplitude in response to violations of participants’ expectations about task events. The current study extends this research by examining ERN and FRN amplitudes on trials with incorrect behavioral responses throughout the same learning task. Pilot data has been collected from four participants. Participants wore an electrode cap with 32 electrodes to record EEG data while completing a paired associate task. Pilot data has demonstrated an increased ERN amplitude 50ms after error commission on incorrect trials. The ERN and FRN amplitudes were greater for incorrect trials than for correct trials. Larger P300 amplitudes were also observed for the incorrect trials than for the correct trials. This extension upon previous findings provides further insight into the role of performance monitoring and error processing in learning.

Rejection sensitivity (RS) is defined as the tendency to anxiously anticipate, perceive, and overreact to real or perceived rejection and can have significant effects on interpersonal relationships. Previous research has shown the negative social effects of RS, particularly in the context of romantic relationships, but less is known about the cognitive implications of having high levels of RS. Specifically, it is unclear whether a heightened sensitivity to rejection is associated with enhanced error processing or feedback evaluation. The current study used EEG to examine the effect of RS on two event-related potential (ERP) components associated with error monitoring and feedback evaluation, error-related negativity (ERN) and feedback-related negativity (FRN), respectively. Participants completed a Flanker task during which they received either social (faces) or nonsocial (symbols) feedback about their performance. Results showed an increased ERN on error trials for individuals with higher RS. Although the FRN was not influenced by RS, there was an expectancy-valence interaction. FRN amplitude was also sensitive to condition, with correct feedback eliciting significantly more negative FRN in the social condition compared to the nonsocial condition; FRN for unexpected feedback was also greater in the social condition. Overall, the results suggest a relationship between error monitoring and RS, as well as a relationship between social information and feedback processing. Future research should further explore the relationship between rejection sensitivity, attention, and social feedback processing.

Background: Consumers in today’s market place request companies to take on responsibility and to act as good citizens. In this sense, cause-related marketing (CM) is a campaign format whereby a company promises to donate a specific amount to a non-profit organization (NPO) or cause in response to every CM-labeled product purchased by the consumer. Throughout the last 30 years CM has proven a successful campaign format that resonates well with consumers but also provides benefits for companies and NPOs. While scholars focused on the assessment of attitudes and behavioral responses towards CM, the specific Millennial age cohort and the study of consumers’ perception have been limited. Considering Millennials’ peculiar and unique characteristics, it was worth to investigate how Millennials view CM and to evaluate if a different set- up, management and communication of CM campaigns is required to best resonate with this age cohort. Better understanding Millennials is especially valuable because of the age cohorts’ spending power and future importance in the market place.  Purpose: The purpose of this thesis was to explore Millennials’ perception of CM by focusing on different stimulus factors associated with CM and individual factors related to the consumer.  Method: To attain the purpose, a systematic literature review was conducted to identify relevant stimulus factors and individual factors influencing perception of CM. Based on the factors identified three research questions were made central to semi-structured in-depth interviews as the main method of primary data collection. A total of twelve interviews were held with Millennial participants. The qualitative research approach chosen for this thesis allowed for rich data and deep insights into the perceptual process and Millennials’ interpretation of CM factors.  Conclusion: The findings indicate that Millennial participants processed CM campaign stimuli in a highly individual top-down approach, implying that individual beliefs, knowledge and experiences guided perception. Moreover, it became apparent that participants had a high need for transparency and required framing of different stimuli to resonate with this need. Regarding individual factors the findings of the thesis suggest that especially familiarity with the CM campaign format, personal identification with and perceived relevance of the supported cause as well as skepticism influenced participants’ perception of CM.

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