2026年第69期(总第1213期)

演讲主题：Guilty of Withdrawing a Good Deed? Post-Purchase Cause-Related Marketing Reduces Online Product Returns

主讲人：宋文静 南京大学博士生

主持人：王梦阳 市场营销系副教授

活动时间：2026年09月14日（周一）15:00-16:30

活动地址：管院大楼107教室

主讲人简介：

宋文静，南京大学商学院市场营销专业博士候选人，曾赴美国华盛顿大学进行访学。她的研究聚焦于消费者行为，重点关注在线营销、善因营销与亲社会行为方向。其作为第一作者的论文已获 UTD24 期刊 Journal of Consumer Research 条件接收，其他研究成果发表于 Psychology & Marketing、《心理学报》、《南开管理评论》等期刊。

活动简介：

Product returns impose substantial costs on retailers, consumers, and the environment, yet most return-reduction strategies are deployed at the initial purchase stage—before consumers have evaluated the product. We offer a post-purchase cause-related marketing approach that informs consumers upon product arrival that retaining the product will trigger a charitable donation. Across seven studies including a field experiment, we show that post-purchase cause-related marketing (CRM) increases product retention relative to both no CRM and traditional pre-purchase CRM without dampening purchase or repurchase intentions. Holding CRM language constant and varying only timing, we find this effect is driven by the anticipated guilt of withdrawing a potential good deed by deciding to return a product. Critically, we identify that post-purchase CRM is most effective when consumers hold weak preferences between returning and retaining, such as when financial stakes are low, product issues are less severe, or consumers have not already committed to returning. These findings integrate the product returns and CRM literatures by identifying how the timing of prosocial incentives shifts both the psychological process (i.e., anticipated guilt, in contrast to positive emotional mechanisms such as warm glow) and the focal outcome (i.e., reducing return likelihood, in contrast to increasing purchase likelihood).