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CSR Advertising Effects and the Role of Expectancy

Fri, May 26, 15:30 to 16:45, Hilton San Diego Bayfront, Floor: 2, Indigo Ballroom D

Abstract

Corporate Social Responsibility (CSR) has been widely used in advertising and marketing campaigns. By claiming good social causes, brands attempt to build positive image and generate favorable consumer attitudes. Recent studies on effects of CSR, however, have identified that audiences are increasingly skeptical towards CSR. This project examined the effects of CSR advertising in the context of an advertiser with a positive or a negative reputation on audiences’ persuasion knowledge, advertising skepticism, and attitude toward the advertised brand and product under the hypothesized influence of the audience’s expectancy regarding CSR advertising. The study found that while CSR message in an ad reduced skepticism and increased favorable attitudes, it did not significantly reduce audiences’ persuasion knowledge. Audiences’ expectancy toward CSR, furthermore, did not impact the relationship between exposure to a CSR message and skepticism and attitudes. The study discusses insights and implications for stakeholders in the CSR advertising context.

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