The effects of consideration of future consequences and CSR fit in stigmatized industries: Perceived CSR motives as mediators

This study explored the effects of fit between corporations and their corporate social responsibility (CSR) initiatives in stigmatized industries. Specifically, it examined how these effects vary depending on stakeholders’ consideration of future consequences (CFC) in influencing individuals’ attitudes toward CSR and corporations and purchase intentions; further, it explored whether such interaction effects are mediated by three underlying perceived motives. The study involved a between-subjects experiment with 144 college students. The results showed that high-CFC individuals perceived corporations with strong fit to their CSR initiatives as more stakeholder- and self-serving. The interaction effect also was mediated by stakeholder-serving motives in influencing purchase intentions and by self-serving motives in influencing CSR and corporation-related attitudes.     

Employees as information influencers of organization’s CSR practices: The impacts of employee words on public perceptions of CSR

This study investigates the impact of employees’ words about their organization’s corporate social responsibility (CSR) activities on external publics’ attitudes and behaviors toward the organization. Specifically, it examines how the valence (positive vs. negative) of employees’ words regarding a CSR campaign interacts with the type of channel (face-to-face vs. social media) of employees’ communication behaviors, and how these factors affect external publics’ perceived authenticity of the organization’s CSR, corporate attitudes, and purchasing intentions, respectively. An online experiment among 221 general consumers in the United States was conducted. The results demonstrated that negative messages regarding CSR distributed by employees in face-to-face communication decreased publics’ favorable attitudes and behavioral intentions to a greater extent than that distributed via social media (i.e., Facebook). However, the effect of communication channel became insignificant when positive messages regarding CSR were shared by employees. The results further showed that perceived authenticity mediated the effects of channel and message valence on publics’ attitudes and behavioral intentions. Theoretical and practical implications for CSR practices and employee communication are discussed.     

Can strategic message framing mitigate the negative effects of skeptical comments against corporate-social-responsibility communication on social networking sites?

This study connected framing theory with corporate social responsibility (CSR) communication literature to examine whether a CSR message that emphasizes customers’ contribution to CSR efforts can enhance CSR communication and mitigate the negative effects of skeptical comments from other users on social networking sites (SNSs). Specifically, this study examined whether a customer-credit-sharing CSR message, compared to a conventional self-promoting message, better mitigated the effects of skeptical comments from other SNSs users on values-driven motives perceived by customers, customers’ positive attitudes, and behavioral intentions. It also explored whether the effects of strategic framing changed when skeptical comments were made online by friends or strangers. A total of 400 customers participated in an online between-subjects experiment. The results showed that the credit-sharing message better protected perceived values-driven motives and positive attitudes toward the company after the customers were exposed to skeptical comments, regardless of who posted the skeptical comments. Customers who read the credit-sharing message also showed stronger intention to defend the company’s CSR efforts and stronger purchase intention when the skeptical comments came from a friend. More theoretical and practical implications are discussed.     

Examining interactions within the theory of planned behavior in the prediction of intentions to engage in cannabis-related driving behaviors

Abstract

Objective: As marijuana use becomes more available to college students through increasing legal reform, this paper seeks to examine intentions for driving under the influence of cannabis (DUIC) and riding with a high driver (RWHD) through the lens of the theory of planned behavior (TPB) and assess potential interactions between personal attitudes, subjective norms, perceived behavioral control (PBC), and sex. Participants: Undergraduate college students (N?=?311) completed online surveys in September, 2013. Method: Participants self-reported their attitudes toward DUIC, subjective norms, PBC, past DUIC and RWHD, and intentions to DUIC and RWHD. Results: Participants’ attitudes toward DUIC, subjective norms, and PBC were strongly associated with intentions to DUIC and RWHD bivariately. In regression models, attitudes and PBC were both positively and significantly related to intentions to DUIC and RWHD. Conclusions: DUIC and RWHD are concerns for college populations. Targeting personal attitudes and perceived behavioral control via interventions may reduce these behaviors.     

Theorizing issue-driven public attention and expectations in audience responses to corporate sociopolitical activism: A mixed-method analysis

This study develops an issue-driven framework to theorize the role of public attention, support, and expectations in audience responses to corporations’ engagement in contested issues. Based on a mixed-method study using an online survey (N = 817), we investigate how two forms of expectations—normative and predictive—are associated with motivating cognitions, attitudes toward the social impacts of corporate sociopolitical activism (CSA), and buying intentions. Thematic analysis reveals a four-quadrant typology characterized by varying degrees of public attention and support: legitimate engagement, identify alignment, emergent norm, and obscure practice. The structural equation modeling results demonstrate that predictive expectations are a consistent antecedent to the perceived company–issue fit, perceived issue salience, and issue position. In contrast, the associations between normative expectations, the perceived company–issue congruence, and cognitive involvement are contingent on issue types. Perceived advocacy fit and cognitive involvement positively predict attitudes toward the social impacts of CSA. Buycotting intentions, however, are only determined by individuals’ issue position.     

“Comments are disabled for this video”: A technological affordances approach to understanding source credibility assessment of CSR information on YouTube

Scarce research has focused on the technological aspects of social media in CSR communication. Many public relations practitioners are reluctant to interact online although social media platforms such as YouTube provide two-way communication interface. Using the MAIN model, this study explored how bandwagon cues (more likes/dislikes) and interaction cues (enable/disable commenting) influence the perceived source credibility assessment (trustworthiness, goodwill, and competence) of CSR information on YouTube. Through a 2 × 2 factorial experiment (N = 204), no interaction effects were found in general; but a main effect of the enabling comment interface existed toward the perceived trustworthiness of the company regardless of likes/dislikes received on the CSR video, which further leads to individual’s attitudes toward the company’s CSR efforts. The finding paves a way for an explanation of the effectiveness of enabling the commenting function of using YouTube to enhance CSR communication.     

Exploring effective crisis response strategies

This study examines effective crisis response strategies using Coombs’ SCCT as a theoretical framework. Results of an experiment show that base responses (instructing and adjusting information) could mitigate reputational decline for a company during a severe, preventable crisis. The sole use of bolstering (reminding) strategy or no response is ineffective because it negatively influences consumers’ trust in the company, attitudes toward the company, perceived corporate reputation, and supportive behavioral intentions.     

Changing Attitudes Toward the Homeless: The Effects of Prosocial Communication With the Homeless

One hundred, thirty-four undergraduate students participated in afield experiment designed to examine the effects of extended, prosocial communication with homeless persons, upon attitudes toward the homeless problem, of behavioral intentions towards the homeless, and of causal attributions about homelessness. It was expected that prosocial interaction with the homeless would produce shifts in attitudes and behavioral intentions toward the homeless and homelessness and result in greater attributions of external causes to explain homelessness. Nineteen experimental participants worked 15 hours at a local homeless shelter. Their responses to a posttestquestionnaire that measured a range of attitudinal and behavioral orientations toward the homeless were compared with control participants who did not work at the shelter. Subsequent analyses furnished strong evidence of positive changes in attitudes and intentions toward homelessness among the shelter workers. These participants evaluated homeless people as less blameworthy and more socially attractive than did control participants; moreover, shelter workers indicated more personal responsibility and behavioral commitment to helping the homeless than control participants. They also perceived the homeless problem to be more serious and were more likely to attribute homelessness to bad luck than control participants. However, the two groups were equally likely to attribute homelessness to various external causes such as the economy, housing costs, and governmental policies. The results are interpreted as having policy implications for volunteer service.     

Changing Attitudes Toward the Homeless: The Effects of Prosocial Communication With the Homeless

One hundred, thirty-four undergraduate students participated in a field experiment designed to examine the effects of extended, prosocial communication with homeless persons, upon attitudes toward the homeless problem, of behavioral intentions towards the homeless, and of causal attributions about homelessness. It was expected that prosocial interaction with the homeless would produce shifts in attitudes and behavioral intentions toward the homeless and homelessness and result in greater attributions of external causes to explain homelessness. Nineteen experimental participants worked 15 hours at a local homeless shelter. Their responses to a posttest questionnaire that measured a range of attitudinal and behavioral orientations toward the homeless were compared with control participants who did not work at the shelter. Subsequent analyses furnished strong evidence of positive changes in attitudes and intentions toward homelessness among the shelter workers. These participants evaluated homeless people as less blameworthy and more socially attractive than did control participants; moreover, shelter workers indicated more personal responsibility and behavioral commitment to helping the homeless than control participants. They also perceived the homeless problem to be more serious and were more likely to attribute homelessness to bad luck than control participants. However, the two groups were equally likely to attribute homelessness to various external causes such as the economy, housing costs, and governmental policies. The results are interpreted as having policy implications for volunteer service.     

Reassessing Corporate Image—An Examination of How Image Bridges Symbolic Relationships With Behavioral Relationships

Abstract

In this study we examine corporate image by identifying how image congruency might exert an impact on a public's beliefs, attitudes, and behavioral intentions toward an organization in a time of crisis for that organization. An experiment was conducted to test the research questions, and the results of the study revealed that a corporation that presented image congruency with a public's expectations could maintain public approval when there was no crisis. In the event of a crisis, however, image congruency might also protect the company via an indirect route. Given image congruency, a public's behavioral intentions toward the corporation seemed to remain consistent regardless of situational changes.     

Netizens’ evaluations of corporate social responsibility: Content analysis of CSR news stories and online readers’ comments

Analyzing stories about corporate social responsibility (CSR) published in two online Korean newspapers and reader's comments about them, this study investigated how the online readers interpreted the CSR activities, looking at the effect of CSR types, situations, and the degree of corporate fame. The study found that readers tend to be cynical toward CSR activities after a crisis and a monetary donation type of CSR. In addition, the more famous the company, the more likely there were cynical comments about its CSR activities.     

Using Fear to Encourage Safer Sex

Rogers' (1983) Protection Motivation Theory (PMT) was used as a basis for generating an STD information intervention to encourage positive attitudes toward safer sex practices. PMT identified four components that influence intentions to engage in adaptive behaviors to avoid disease and bodily injury, including (a) perceived severity, (b) perceived vulnerability, (c) responseeff~cacy, and (d) self-efficacy. The effect of severity and response-efficacy messages on safer sex attitudes and intentions of college students was examined in the present study. Those who were exposed to photographs of diseased human genitals (high severity) and messages that presented condoms as effective for reducing STD risk (high responseefficacy) were expected to score highest on percaved STD severity and perceived condom-efficacy. This group was also expected to report the most positive attitudes toward condoms and STD prevention, and the strongest intentions to use condoms in future sexual episodes. The high severity condition produced the strongest perception of STD severity, but the messages about condoms produced no differences in perceived responseefficacy. No differences in attitudinal measures were found, but those exposed to consistent severity and efficacy messages reported greatest intentions to engage in safer sex.     

Dating Infidelity in Turkish Couples: The Role of Attitudes and Intentions

Studies on dating infidelity have mostly been carried out in individualistic, Western cultures and have tended to investigate either attitudes or intentions toward infidelity in isolation from each other. The current study therefore investigated dating infidelity in a more collectivist, predominantly Muslim culture. Informed by the theory of planned behavior, it tested intentions as a potential mechanism that might account for the association between attitudes toward infidelity and reported infidelity. In doing so, the role of gender and infidelity history was also investigated in regard to attitudes and intentions toward infidelity. A sample of 420 college students (292 women) completed the Turkish versions of the Attitudes Towards Infidelity Scale and the Intentions Towards Infidelity Scale. A 2 (gender) × 2 (infidelity history: yes, no) multivariate analysis of variance (MANOVA) revealed main effects but no interaction effect. Men compared to women and cheaters compared to noncheaters reported more favorable attitudes and intentions toward infidelity. Moreover, intentions toward infidelity fully and partly mediated the association between attitudes toward infidelity and infidelity for women and men, respectively. Findings are interpreted in light of dating infidelity research, with a focus on universal and culturally specific aspects. Recommendations are made for future research.     

Gauging consumers’ responses to CSR activities: Does increased awareness make cents?

This study assessed the impact of knowledge of a company's corporate social responsibility efforts on both attitude and purchase intent. Until now, research studies have assumed knowledge was created via message exposure without measuring it. Results indicate that participants exposed to information about a company's CSR activities are more knowledgeable about those activities and that increased knowledge positively impacts attitudes and purchase intentions.     

Corporate Social Responsibility Practices,Corporate Identity,and Purchase Intention: A Dual-Process Model

The relationships among corporate social responsibility (CSR) practices, corporate identity, and purchase intention were evaluated for 4 corporations: Microsoft, Nike, Philip Morris, and Wendy's. Discretionary CSR practices and moral/ethical CSR practices emerged as significant predictors of the corporate social values dimension of identity. Relational CSR practices, however, contributed mainly to the expertise dimension of corporate identity. Also, familiarity with CSR practices of a corporation had a significant effect on corporate identity, which in turn affected purchase intention. For 2 of the 4 companies, Nike and Wendy's, both corporate expertise and corporate social values were significant predictors of purchase intention. For Microsoft, only the expertise dimension was predictive of purchase intention, whereas for Philip Morris, only the corporate social values dimension was a significant predictor of purchase intention. The results are interpreted within a dual-process model of corporate identity.     

Socially stigmatized company’s CSR efforts during the COVID-19 pandemic: The effects of CSR fit and perceived motives

Acknowledging the unique challenges of the socially stigmatized industry and the substantial but varying impact of COVID-19 on business, this study examined how corporate social responsibility (CSR) fit influences public attitudinal and behavioral responses. This study found that low (high) CSR fit generated a higher level of public-serving motive (firm-serving motive) than high (low) fit CSR. The fit effect on public-serving motives was changed by the valence of the COVID-19 impact (negative vs. positive) on the financial performance. This study also found that the fit affects attitudinal and behavioral intentions (word of mouth) mediated via public-serving motives, moderated by the valence of the pandemic impact. The findings hold implications for the stigmatized industry companies’ CSR initiatives in the context of the unexpected crisis, like the pandemic.     

The effects of CSR communication in corporate crises: Examining the role of dispositional and situational CSR skepticism in context

Although consumer skepticism about corporate social responsibility (CSR) is on the rise, research is sparse on the psychological dynamics of this skepticism, particularly when CSR communication serves as a company’s crisis response strategy. Employing two between-subjects design experiments, this study aims to fill this gap by looking at the role consumer CSR skepticism plays in consumer reactions to CSR communications in different types of crises. The study 1 results show that dispositional CSR skepticism did not moderate the effect of crisis type on attitudes and intentions when CSR was used as a post-crisis response strategy. The study 2 findings, however, indicated that situational CSR skepticism significantly mediated the impact of crisis type and CSR motives on purchase intentions only when the crisis stemmed from some accidental rather than preventable circumstance. Theoretical and practical implications are discussed.     

Premarital sexual experience: A longitudinal study∗

The relative importance of women's sex‐role orientation and their observation of maternal sexual affection in predicting college women's attitudes toward 18 sexual behaviors were examined in this investigation. A sample of 122 single female college students from intact families was administered three questionnaires: the Attitudes Toward Women Scale, the Mother's Expression of Affection Scale, and the Sexual Attitude Questionnaire. Stepwise regression analysis was used to determine the relative contribution of sex‐role orientation and maternal expression of affection to attitudes toward each of the sexual behaviors. Findings revealed that sex‐role orientation was a significant predictor of attitudes toward 14 of the 18 specific items. More egalitarian views of women were associated with more positive attitudes toward engaging in a variety of sexual behaviors and taking steps to ensure one's own contraceptive security. Mother's expression of sexual affection toward her spouse was a significant predictor of only two behavioral items. Greater exposure to an affectionate mother was associated with more positive attitudes toward speaking affectionately to men and behaving assertively in a sexual relationship. Implications of the findings for family practitioners are discussed.     

Comparison of Indirect Sources of Efficacy Information in Pretesting Messages for Campaigns to Prevent Drunken Driving

Enabling publics to remove the constraints that prevent health enhancement is the focus of much scholarly research and professional practice. This experiment tested the impact of 2 forms of symbolic modeling and verbal persuasion on self-efficacy beliefs and intentions to prevent a friend from driving drunk. Three efficacy-enhancing public service announcements tested participants' beliefs in their confidence to intervene successfully. As predicted, behavioral and verbal modeling engendered greater perceived self-efficacy and behavioral intentions than did verbal persuasion, with behavioral modeling registering the greatest effects. Implications for designing campaigns of self-directed change to prevent drunken driving among college students are discussed, as well as possible directions for research on self-efficacy and the situational theory of publics.