This study clarifies consumers' defense mechanisms and message elaboration to highlight the connection between consumer engagement with messages and brand success. Two eye-tracking experiments tested whether skepticism toward companies' cause-related marketing (CRM) initiatives would lead to...

In this work, we seek to quantify the price premium a consumer is willing to pay to share the expenses that firms incur when they take a stand for a socially justified cause, such as child labor or forced labor free supply chains. We find that consumers were willing to pay a 17% price premium...