Beyond Cultural Borders: Self‐Construal, Religiosity and Consumer Response to Cause‐Related Marketing
Bibliographic record
Abstract
ABSTRACT This study examines how self‐construal and intrinsic religiosity influence consumer attitudes towards cause‐related marketing (CRM) in Nigeria and the United Kingdom. Guided by regulatory focus and self‐signalling theory, the research tests whether independent and inter‐dependent self‐construals predict CRM attitudes, and whether intrinsic religiosity moderates these effects. A cross‐national scenario‐based survey ( N = 810) used standardised CRM scenarios, with structural equation modelling (SEM) to analyse the data. Independent self‐construal predicted positive CRM attitudes in both countries. Interdependent self‐construal was significant only in Nigeria. CRM attitudes strongly predicted willingness to pay (WTP) in both contexts. Religiosity moderated the relationship between self‐construal and CRM attitudes, strengthening the effect of interdependence in Nigeria and independence in the United Kingdom. The findings highlight the role of psychological and cultural variables in shaping CRM response and inform strategy beyond national‐level generalisations.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.003 | 0.004 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.001 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".