RT Journal Article
SR Electronic
T1 How Do Self-Values Play a Role In Consumers' Perception of CSR Advertising?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 422
OP 435
DO 10.2501/JAR-2017-050
VO 57
IS 4
A1 Yoon-Joo Lee
YR 2017
UL http://www.journalofadvertisingresearch.com/content/57/4/422.abstract
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.