How Passive Form Messages in Csr Advertisement Improve Consumer Reaction to the Campaign

We show that passive form messages in a CSR advertisement improve consumer reaction to the company when high company-cause congruence signals self-benefit. This happens because passive form CSR messages increase the company's perceived commitment to the campaign by shifting focus from the agent (company) to the acted-upon agent (CSR campaign).



Citation:

Taehoon Park, Anastasiya Pocheptsova Ghosh, and Elise Chandon Ince (2018) ,"How Passive Form Messages in Csr Advertisement Improve Consumer Reaction to the Campaign", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 742-743.

Authors

Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Decisional Conflict Predicts Myopia

Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA

Read More

Featured

Q8. Avatars, Consumers and Possession in Online Gaming

Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More

Featured

How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.