The influence of issue attitude, value involvement and consumer-company identification on consumers’ reactions to corporate social advocacy: a moderated mediation through cognitive dissonance

IF 3.1 Q1 COMMUNICATION Journal of Communication Management Pub Date : 2023-03-27 DOI:10.1108/jcom-05-2022-0053
Xueying Zhang, Ziyuan Zhou
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Abstract

PurposeEmploying cognitive dissonance theory, this study examines how consumers’ preexisting attitudes toward an issue, value involvement with the issue and consumer-company identification (CCI) influence their reactions to corporate social advocacy (CSA) through cognitive dissonance.Design/methodology/approachStudy 1 conducted a 2 (CSA position: pro vs anti) × 3 (preexisting issue attitude: pro vs neutral vs anti) online quasi-experiment. The CSA messages were created in the context of same-sex marriage(s). Study 2 tested the hypotheses using an online survey in the context of gun control.FindingsThe results indicated that a conflict between consumers’ preexisting attitudes and a corporation’s stance on a controversial issue led to cognitive dissonance, which further led to consumers’ perceptions of the corporation being biased in both studies. Study 1 and Study 2 suggested a mixed effect of cognitive dissonance on participants’ inclination to disidentify with the corporation. Preexisting CCI appeared to have a direct negative influence on cognitive dissonance; however, value involvement and preexisting CCI were not found to significantly enhance the influence of consumers’ attitudes toward CSA on cognitive dissonance.Originality/valueThe study first extended the theoretical discussion of cognitive dissonance to a trendy strategic communication context. The results help public relations practitioners to better understand the segmented public groups and the risk of taking a stance on controversial issues.
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问题态度、价值参与和消费者-公司认同对消费者对企业社会宣传反应的影响:一个通过认知失调调节的中介
目的运用认知失调理论,本研究考察了消费者对某个问题的预先存在的态度、对该问题的价值参与和消费者公司认同(CCI)如何通过认知失调影响他们对企业社会倡导(CSA)的反应。设计/方法/方法研究1进行了一项2(CSA立场:赞成与反对)×3(先前存在的问题态度:赞成与中立与反对)的在线准实验。CSA信息是在同性婚姻的背景下创建的。研究2在枪支管制的背景下使用在线调查来检验这些假设。研究结果表明,消费者先前存在的态度和企业对有争议问题的立场之间的冲突导致了认知失调,这进一步导致消费者对企业的看法在两项研究中都存在偏见。研究1和研究2表明,认知失调对参与者不认同公司的倾向产生了混合影响。先前存在的CCI似乎对认知失调有直接的负面影响;然而,价值参与和先前存在的CCI并没有显著增强消费者对CSA的态度对认知失调的影响。原创性/价值本研究首先将认知失调的理论讨论扩展到一个流行的战略沟通语境中。研究结果有助于公共关系从业者更好地了解细分的公共群体以及在有争议的问题上采取立场的风险。
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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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