Impact of Csr Communication Strategies on Attitude Change After a Crisis

Virginie Solelhac, Pompeu Fabra University, Spain
Recent studies have shown that consumers demand more information about companies’ corporate social responsibility (CSR). However, communicating only positively about CSR, guaranteeing the absence of any unethical process along the whole supply chain, may result in greater deterioration in consumers’ attitude in the event of an ethical crisis. Building from the literature on schema discrepancy and attribution theory, we analyze the effect of several communication strategies on attitudes and attitude change after a crisis. Evidence is found that using a two-sided communication message is the strategy that minimizes the impact of a crisis on attitudes towards the company.
[ to cite ]:
Virginie Solelhac (2009) ,"Impact of Csr Communication Strategies on Attitude Change After a Crisis", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1060-1060.