先天與後天的同理心：文化價值與產品類型在善因行銷同理心反應中的作用

Nature and Nurture of Empathy: The Roles of Cultural Values and Product Type in Empathic Responses to Cause-Related Marketing

本研究探討了消費者感知善因行銷訊息時的兩種不同的同理機制。先天同理機制是由私密自我意識驅動同理關懷，而後天同理機制則是同理關懷由公眾自我意識所驅動。本研究也檢測了文化價值和產品類型在這兩種機制中的調節作用。透過四項研究結果表明兩種同理機制皆顯著。私密自我意識較低的消費者，同理關懷程度也較低。有較高公眾自我意識的集體主義消費者，比個人主義消費者有更多同理關懷。而平價商品相對於奢侈品會增強公眾自我意識到同理關懷的效果。本研究透過辨識先天和後天的同理心機制，解構了善因行銷訊息的同理心概念。行銷人員可以激發個人主義消費者的先天同理心機制（例如，飢餓三十的體驗活動），以促進他們參與善因行銷。此外，集體主義消費者或平價商品在使用善因行銷時較適合激發後天同理心機制策略（例如，社群媒體公開的感謝狀）。

This study investigates two distinct empathic mechanisms that operate when consumers perceive cause-related marketing (CRM) messages. The natural empathic mechanism posits that private self-consciousness drives empathic concern, whereas the nurtural empathic mechanism suggests that empathic concern is derived from public self-consciousness. This study examines the moderating roles of cultural values and product type in these two mechanisms. Across four studies using online platforms, results demonstrate that both empathic mechanisms are significant. Consumers with low private self-consciousness exhibit lower levels of empathic concern. Conversely, collectivistic consumers—characterized by high public self-consciousness—have greater empathic concern than individualistic consumers. Furthermore, compared to luxury products, low-priced products strengthen the effect of public self-consciousness on empathic concern. This study deconstructs the concept of empathy toward CRM messages by identifying natural and nurtural empathic mechanisms. Marketers can stimulate individualistic consumers’natural empathic mechanism (e.g., the 30-hour Famine Experiential Campaign) to encourage engagement in CRM initiatives. Additionally, the nurtural empathic mechanism can be stimulated among collectivistic consumers or through low-priced products (e.g., a public plaque of appreciation on social media). This study extends self-consciousness theory by elucidating the natural and nurtural empathic mechanisms toward CRM information.