In its campaign to raise money for

In his article titled,Learning on the Margins of AdultEducation: Self-help Reading about Health, Relationships, and Career Success,author Scott McLean outlines the learning experiences of adults as theyengage with popular culture. McLean conducted a plethora of in-depthinterviews, and of the 100 adults interviewed, 96 claimed that they learnedsomething about their day-to-day life as a result of reading, while 56 providedsolid examples of actions they took in response to suggestions made by self-helpauthors (McLean, 2014). The participants expressed that the main reason theywere reading self-help books was because they saw it as an educationalresource, 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 greatersuccesses in the workforce were the most important goals they wanted toachieve. They reported significant change and learning, relating it tounderstanding of themselves and their environment to specific issues in health,relationships or careers. Though self-help books cannot be interpreted ashaving a uniformly positive impact on individuals and society, they do notconstitute an important domain of adult learning, and they should be morecarefully considered by academics examining adult education (McLean, 2014).

McLean’s article encourages critical reflection about the notions ofself-directed learning, transformative learning, and public pedagogy (McLean,2014). Cause-Related MarketingEdye wanted to find out whetherdonating a certain amount of sales of the game would help the marketing, andhow much percent would create the biggest profit, so we looked intocause-related marketing (CRM). We believe this will help her on themarketing strategy. CRM is a mutually beneficial collaboration between acorporation and a non-profit designed to promote the former’s sales and thelatter’s cause. The term of CRM was first coined byAmerican Express in 1983 to describe its campaign to raise money for the Statueof Liberty’s restoration.

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American Express gave a portion of every purchasethrough its credit card to the cause plus an additional donation for every newapplication resulting in a new credit card customer. The results are nowlegendary: The Restoration Fund raised over $1.7 million, and American Expresscard use rose 27 percent. New card applications increased 45 percent over theprevious year.

All this was accomplished with a three-month campaign.Jae-Eun Kim and Kim K. P. Johnson conducted aresearch in 2012 The Impact of MoralEmotions 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 acultural 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 resultsshowed moral emotions significantly influenced purchase intention for asocial-cause product. The influence of another-focused moral emotion (i.e.

,guilt) on purchase intention was greater for high-interdependent participantsthan for low-interdependent participants. But what’s the relationship between theamount of donation and the willingness to pay? A study conducted in 2012 by Nicole Koschate-Fischer,Isabel V. Stefan and Wayne D. Hoyer Willingnessto Pay for Cause-Related Marketing: The Impact of Donation Amount andModerating Effects gave us a clearer idea:


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