scepticism, reducing the warm glow (the negative route). Drawing on the elaboration likelihood model, the purpose of this paper … is to examine whether large donations in cause-related marketing can produce consumer scepticism and reduce the warm … tested using bootstrapping regression analyses. Findings – The negative route has the greater effect: scepticism towards the …

if they substitute cause marketing for charitable giving. Our results suggest that egoistic and empathetic altruism may …