PT  - JOURNAL ARTICLE
AU  - Yoon-Joo Lee
TI  - How Do Self-Values Play a Role In Consumers' Perception of CSR Advertising?
AID  - 10.2501/JAR-2017-050
DP  - 2017 Dec 01
TA  - Journal of Advertising Research
PG  - 422--435
VI  - 57
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/57/4/422.short
4100  - http://www.journalofadvertisingresearch.com/content/57/4/422.full
SO  - J Advert Res2017 Dec 01; 57
AB  - This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals. The findings revealed that when consumers highly valued businesses' involvement in social causes, their motives to impress others or increase status significantly affected purchase intentions via self-referencing CSR advertising. For highly issue-involved consumers who did not believe in a business's involvement in social causes, the status motive indirectly affected purchase intention through self-referencing in a negative direction when they viewed an oil company's CSR advertising. This finding was not present for CSR advertisements sponsored by the other industries.