A good reason to buy: Justification drives the effect of advertising frames on impulsive socially responsible buying
通过三个实验，研究了利他型（vs.利己型）广告框架如何通过道德论证影响消费者对可持续发展企业的冲动购买，发现利他框架更有效。
Abstract Today, consumers expect companies to be socially responsible. However, the literature is undecided about the effects of communicating one's corporate social responsibility activities to consumers. This raises the question of how sustainability‐driven companies can best advertise their products to stimulate ethical consumption: using self‐benefit frames, where the main beneficiary is the consumer, or using other‐benefit frames, where the main beneficiary is a third party. Using three experiments, this study examines the effect of other‐benefit (vs. self‐benefit) advertising frames on consumers' impulse purchases from sustainability‐driven companies. Increasing impulse purchases can help such companies to strengthen their competitive positions. Additionally, it is studied to what extent two types of justification (moral versus deservingness) explain the proposed effect of advertising frames. The results show that only other‐benefit frames affect impulse buying behavior, both directly, as mediated by moral justification. This study's insights may help sustainability‐driven companies to decide on their advertising strategies by providing evidence that other‐benefit‐framed advertisements are more effective in enhancing impulse purchases than self‐benefit‐framed advertisements.