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
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