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

How Regional Diasporic Consumer Experiences Produce Transnational Imaginary

Mark Buschgens, RMIT University
Bernardo Figueiredo, RMIT University
Kaleel Rahman, RMIT University

Read More

Featured

J5. Buy Better, Buy Less: Future Self-Continuity and Construal Level Affect Investment in Sustainable Consumer Products

Rebecca Peng, Northeastern University, USA
Daniele Mathras, Northeastern University, USA
Katherine Loveland, Xavier University

Read More

Featured

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

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.