Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 87

Chapter 3 describes four consumer types with respect to their responses to cause-related marketing. Describe how each of the following groups would have a different perspective on cause-related marketing and how they would react to the American Beagle campaign partnering with ASPCA.
a. Skeptics
b. Balancers
c. Attribution-oriented consumers
d. Socially concerned consumers