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).
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.
Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA
NA - Advances in Consumer Research Volume 46 | 2018
Time Flies…But Only When the Speed is “Just Right”: How Animation Speed Affects Perceived Waiting Time
Yu Ding, Columbia University, USA
Ellie Kyung, Dartmouth College, USA
G11. Sensory Placebo Effects: The Role of Sensory Signaling in Enhancing Marketing Placebos and Consumer Outcomes
Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?
Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University