Abstract: The purpose of this study is to examine the interaction effect between online Cause-Related Marketing (CRM) ad and brand reputation on consumers’ brand evaluation in the hotel industry, and to show how this relationship can be explained by consumer-related factors, including process fluency, social cause attitude, and perceived fit. To test the proposed research model, two controlled experimental studies will be conducted, which include a survey with 2×2 between-subjects factorial design and laboratory experiments using psychophysiological measurements of automatic emotional reactions via biosensors.