‘Can you see it?’ how one-for-one promotions increase imagery vividness and promotion effectiveness in cause-related marketing

This paper investigates consumer response to one-for-one promotions in cause-related marketing (CRM), relative to promotions with cash. Three empirical studies explore how one-for-one promotions enhance mental imagery vividness, leading to improved promotional outcomes. Study one demonstrates one-for-one promotions generate superior promotion effectiveness compared to monetary donations. Study two is an extension demonstrating one-for-one promotions amplify imagery vividness associated with the donated product and its usage context, improving consumer responses. Study three reveals this effect is moderated by consumers’ product usage experience, such that one-for-one (vs. monetary) promotions produce a stronger effect among consumers with limited experience with the product. This research contributes to the CRM literature by integrating Construal Level Theory and relational processing theories, highlighting imagery vividness as a key cognitive mechanism driving consumer responses. Marketers can apply these findings by deploying strategies to enhance imagery in promotions and targeting consumers with less product experience, who are especially responsive to one-for-one promotions.