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Scratching for a cause and a better tomorrow : Cause related marketing in scratch-off tickets

Fondy, Destiny Ray (2019) Scratching for a cause and a better tomorrow : Cause related marketing in scratch-off tickets.

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Abstract:Corporate Social Responsibility (CSR) and Cause Related Marketing (CRM) have grown in popularity. In previous years, many studies have focused on the effects of CRM mostly in utilitarian products, however there is limited research regarding hedonic products and gambling products. Based on previous research regarding CRM and design appeals used in CRM this thesis explored the topic of gambling products using an experiment with scratch-off tickets designs that focus on charitable giving or prize, are made of biodegradable materials or not and have an extra hedonic design or a stripped version. The experiment was conducted with 8 dummy scratch-off ticket and a questionnaire to measure consumer response. The predictions were that the focus on charitable giving, biodegradable and hedonic design will positively affect attitude and purchase intention. The results confirm some of the predictions with a significant relationship between hedonic design and willingness to buy for both current consumers and non-scratch-off ticket consumers along with a significant relationship between focus on charity and willingness to buy for non-scratch-off ticket consumers. Attitude was positively influenced by the focus on charitable giving, hedonic design and biodegradable materials. Implications for marketing and design of products are discussed.
Item Type:Essay (Master)
Clients:
Nederlandse Loterij, Rijswijk, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/77991
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