Attribute framing in CSR communication: Doing good and spreading the word – But how?
通过两个实验，研究了CSR传播中正面与负面属性框架对消费者态度和购买意愿的影响，发现正面框架效果更好，且受产品类型和论据具体性调节。
In two experiments, we investigated the effects of positive and negative attribute framing in corporate social responsibility (CSR) communication on consumer attitudes toward the firm and purchase intentions. Study 1 shows a positive main effect of positively framed CSR communication with consumer perceived corporate hypocrisy and CSR associations as mediators. This effect tends to be stronger for products that consumers can evaluate more (as compared to less) easily. Study 2 replicates the positive main effect of Study 1 and finds the effect to be stronger for CSR communication with concrete (as compared to vague) arguments. In combination, the findings provide new insights into how attribute framing in CSR communication affects consumer reactions, additionally demonstrating product type and message specificity as boundary conditions.