CauseTalk Radio Ep24: The Role of Choice in Cause Marketing

Today, Megan and I interview researcher Stefanie Robinson of North Carolina State University on a recent series of studies about consumer choice in cause marketing campaigns. We learn that giving consumers a choice is often (but not always) a good idea in cause campaigns, particularly when the consumers are collectivists (Don't know what a collectivist is? Tune in to find out!).

Stefanie walks us through the situations researchers found to be detrimental to consumer choice, and why disclosing too much information too early in a campaign can also harm participation.