Altruism in Advertising: Stimulating Irrational Consumption and Cultivating Consumer Identification

Faculty of Drama and Film, Communication University of China, Nanjing, 21000, China

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

As consumer awareness of corporate social responsibility grows, charity marketing has become a key tool for enhancing brand value. Consumer altruistic behaviors exhibit differentiated characteristics in marketing scenarios. Based on that, the need of analysis of the systematic classification, mechanism of action, and applicable marketing strategies of altruistic behaviors can be crucial. This paper focuses on altruism in marketing scenarios, conceptualizes the core definitions of four behaviors: sub-intentional altruism, societal bonding altruism, social responsibility-driven altruism, and strategic altruism, and compares the differences in their core drivers, behavioral characteristics, and decision-making logic. Based on the 4P model and SWOT model, it analyzes the path by which altruism reshapes brand image through the three stages of “value resonance → trust accumulation → identity identification”, as well as the internal mechanisms by which various altruistic behaviors stimulate consumers’ purchase intentions and loyalty. This essay finds that there are significant differences in the marketing adaptability of different altruistic behaviors, and enterprises need to formulate differentiated strategies based on the types of consumers’ altruism. Finally, suggestions for improvement are proposed from three aspects: enterprise marketing optimization, regulatory norms, and consumer guidance, providing theoretical references and practical guidance for the implementation of corporate charity marketing.