A cause-related marketing exchange model, investigating product–cause fit, donation format, and the moderating effects of need for cognition (on fit and format) on consumer purchase intentions, is tested. The results suggest that individuals who have a low need for cognition do not display a difference in purchase intentions for different permutations of product–cause fit and donation format. Individuals who have a high need for cognition, by contrast, indicate greater purchase intentions for an exact donation format when the product–cause fit is low, while exhibiting no difference when the product cause fit is high, regardless of the donation format
