How Choice More or Less and Persuasion Effect Aviation Industries to Execute Cause-Related Marketing

• Main Authors: Kuei, Chia-Chun, 歸家均
• Other Authors: William Jen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/13532457322771837833

碩士 === 國立交通大學 === 運輸與物流管理學系 === 102 === Recently, The concept of Sustainable Development has been a trend for all of the corporate. Hence, lots of corporate started to focus on corporate social responsibility, and the most discussed part is called Cause-related marketing. As we can see, some of the corporate started to let the consumers choose the "cause" they wanted to donate. Even some of the corporate gave them as much as 40 options. In this way, would it cause them decision difficulty, therefore, lower their reaction toward the corporate? If yes, because of the corporate' s policy that they had to cooperate with all those non-profit corporate. What kind of persuasion should they use to lower passenger' s decision difficulty? The method of the research is a 2(Choice more vs. Choice less) * 2(Altruistic persuasion vs. Egoistic persuasion) situational design. It was made to prove both of the question above. Respondents will be randomly chosen into one of the situation and finish the survey. The result of this research is, when the choice is more compare with less, the decision difficulty will be higher. When choice is more, using an altruistic persuasion compare with an egoistic persuasion, the decision difficulty will be lower. But when choice is less, whether using an altruistic or an egoistic persuasion, the decision difficulty will maintain the same. As above, the result of this research can give aviation industries some managerial implication suggestions, and understand how to make Cause-related marketing more effective.