In its campaign to raise money for

In his article titled,
Learning on the Margins of Adult
Education: Self-help Reading about Health, Relationships, and Career Success,
author Scott McLean outlines the learning experiences of adults as they
engage with popular culture. McLean conducted a plethora of in-depth
interviews, and of the 100 adults interviewed, 96 claimed that they learned
something about their day-to-day life as a result of reading, while 56 provided
solid examples of actions they took in response to suggestions made by self-help
authors (McLean, 2014). The participants expressed that the main reason they
were reading self-help books was because they saw it as an educational
resource, one that would lead them to a more fulfilling life (McLean, 2014).
Said participants outlined that feeling better emotionally and physically,
relating with other people in more satisfying ways, and achieving greater
successes in the workforce were the most important goals they wanted to
achieve. They reported significant change and learning, relating it to
understanding of themselves and their environment to specific issues in health,
relationships or careers. Though self-help books cannot be interpreted as
having a uniformly positive impact on individuals and society, they do not
constitute an important domain of adult learning, and they should be more
carefully considered by academics examining adult education (McLean, 2014).
McLean’s article encourages critical reflection about the notions of
self-directed learning, transformative learning, and public pedagogy (McLean,

Cause-Related Marketing

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Edye wanted to find out whether
donating a certain amount of sales of the game would help the marketing, and
how much percent would create the biggest profit, so we looked into
cause-related marketing (CRM). We believe this will help her on the
marketing strategy. CRM is a mutually beneficial collaboration between a
corporation and a non-profit designed to promote the former’s sales and the
latter’s cause.

The term of CRM was first coined by
American Express in 1983 to describe its campaign to raise money for the Statue
of Liberty’s restoration. American Express gave a portion of every purchase
through its credit card to the cause plus an additional donation for every new
application resulting in a new credit card customer. The results are now
legendary: The Restoration Fund raised over $1.7 million, and American Express
card use rose 27 percent. New card applications increased 45 percent over the
previous year. All this was accomplished with a three-month campaign.

Jae-Eun Kim and Kim K. P. Johnson conducted a
research in 2012 The Impact of Moral
Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination investigated the reasons behind it,
they studied the extent to which moral emotions operate differently across a
cultural variable (US versus Korea) and an individual difference variable
(self-construal). Data were collected from a convenience sample of US
(n = 180) and Korean (n = 191) undergraduates. The results
showed moral emotions significantly influenced purchase intention for a
social-cause product. The influence of another-focused moral emotion (i.e.,
guilt) on purchase intention was greater for high-interdependent participants
than for low-interdependent participants.

But what’s the relationship between the
amount of donation and the willingness to pay? A study conducted in 2012 by Nicole Koschate-Fischer,
Isabel V. Stefan and Wayne D. Hoyer Willingness
to Pay for Cause-Related Marketing: The Impact of Donation Amount and
Moderating Effects gave us a clearer idea:


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