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Therefore, it is imperative to unravel consumers\u2019 ambivalent understanding of CRM and determine how sellers can effectively employ CRM to elicit positive evaluations from consumers.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This study gathered survey data from 217 participants and applied a polynomial regression model and response surface analysis for disentangling ambivalent perception of CRM by investigating the influence of (in)congruence between perceived egoistic and altruistic motivation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The incongruence between perceived egoistic and altruistic motivation can positively influence consumers\u2019 evaluations of sellers. Moreover, when perceived egoistic and altruistic motivations are congruent, increasing their absolute level also enhances consumers\u2019 evaluation of sellers. Moreover, sellers\u2019 platform function usage behavior can amplify the positive effect of incongruence but has no salient moderating role on the congruence effect.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Differing from prior literature that predominantly focused on either the positive or negative interpretation of CRM, this study reveals the coexistence of both positive and negative viewpoints and disentangles the congruence and incongruence effect between the two motivational understandings.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-05-2024-0495","type":"journal-article","created":{"date-parts":[[2024,10,11]],"date-time":"2024-10-11T01:05:23Z","timestamp":1728608723000},"page":"192-213","source":"Crossref","is-referenced-by-count":2,"title":["Ambivalent perception of cause-related marketing: investigating the (in)congruence of opposite motivational perceptions on consumer evaluations"],"prefix":"10.1108","volume":"125","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-0757-5141","authenticated-orcid":false,"given":"Yuting","family":"Wang","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3823-9485","authenticated-orcid":false,"given":"Yao","family":"Chen","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8413-4644","authenticated-orcid":false,"given":"Jie","family":"Fang","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2614-6051","authenticated-orcid":false,"given":"Bingqing","family":"Xiong","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2024,10,14]]},"reference":[{"issue":"2","key":"key2024122007363371200_ref001","doi-asserted-by":"publisher","first-page":"224","DOI":"10.1086\/651566","article-title":"Nonprofits are seen as warm and for-profits as competent: firm stereotypes matter","volume":"37","year":"2010","journal-title":"Journal of Consumer Research"},{"issue":"3","key":"key2024122007363371200_ref002","doi-asserted-by":"publisher","first-page":"478","DOI":"10.1108\/imds-11-2015-0487","article-title":"Word-of-mouth generation and brand communication strategy: findings from an experimental study explored with PLS-SEM","volume":"117","year":"2017","journal-title":"Industrial Management and Data Systems"},{"issue":"6","key":"key2024122007363371200_ref003","doi-asserted-by":"publisher","first-page":"120","DOI":"10.1509\/jm.14.0003","article-title":"Cause marketing effectiveness and the moderating role of price discounts","volume":"78","year":"2014","journal-title":"Journal of Marketing"},{"issue":"3","key":"key2024122007363371200_ref066","doi-asserted-by":"crossref","first-page":"396","DOI":"10.1177\/002224377701400320","article-title":"Estimating nonresponse bias in mail surveys","volume":"14","year":"1977","journal-title":"Journal of Marketing Research"},{"issue":"2","key":"key2024122007363371200_ref004","doi-asserted-by":"publisher","first-page":"194","DOI":"10.1108\/jcm-06-2016-1827","article-title":"Overcoming skepticism toward cause-related marketing claims: the role of consumers' attributions and a temporary state of skepticism","volume":"35","year":"2018","journal-title":"Journal of Consumer Marketing"},{"issue":"1\/2","key":"key2024122007363371200_ref005","first-page":"3","article-title":"Altruistic motivation to help: definition, utility and operationalization","volume":"13","year":"1986","journal-title":"Humboldt Journal of Social Relations"},{"key":"key2024122007363371200_ref006","doi-asserted-by":"publisher","first-page":"221","DOI":"10.1016\/j.jretconser.2017.10.013","article-title":"The mindful consumer: balancing egoistic and altruistic motivations to purchase local food","volume":"40","year":"2018","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"3","key":"key2024122007363371200_ref007","doi-asserted-by":"publisher","first-page":"317","DOI":"10.1108\/jsm-01-2019-0047","article-title":"Artificial intelligence: disrupting what we know about services","volume":"34","year":"2020","journal-title":"Journal of Services Marketing"},{"key":"key2024122007363371200_ref008","unstructured":"Brislin, R.W. 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