Earticle

초록

영어

When evaluating a corporate social responsibility (CSR) campaign, consumers may interpret the campaign information as either an indicator of normative intention (e.g. to pursue greater social good) or an indicator of strategic intention (e.g. to increase corporate benefit). On the basis of construal level theory, we examine the effect of psychological distance on CSR perception and company evaluation. We show that the CSR message–perceived normative intention relationship is more pronounced when a CSR activity is evaluated as a far rather than near location, whereas the reverse holds true for the CSR message–perceived realistic intention relationship. Consequently, participants evaluate the CSR message more favorably from a distance than when a CSR activity is near. Study also examines the underlying cognitive processes in detail. Lastly, we report the results and provide the implications for CSR messages regarding distance perspectives.

목차

Abstract
Introduction
Theoretical Background
CSR strategy of multinational corporations
Method
Design and Stimulus
Procedure
Results
Discussion
Limitations and Future Directions
References

키워드

저자

• SyngPom Choy [ Associate Researcher inYonsei Communication Research Institute, Graduate School of Communication and Arts at Yonsei University.Seoul ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  AJPR [Asian Journal of Public Relations]

• 간기

  연간

• eISSN

  2568-2812

• 수록기간

  2017~2023

• 십진분류

  KDC 326 DDC 338