从文化价值观和道德情感的角度理解企业社会责任活动

IF 1.5 Q2 COMMUNICATION Journal of Creative Communications Pub Date : 2023-03-18 DOI:10.1177/09732586221143183
Wen Zhao
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引用次数: 1

摘要

本研究旨在检验道德情绪对年轻消费者判断和决策的说服力影响,以及文化和自我建构在处理企业社会责任(CSR)活动中的作用。本研究采用了一个受试者之间的实验,在该实验中,美国和中国参与者观看了两个CSR广告活动中的一个,这两个广告活动设计为以自我为中心(例如,广告引发的愤怒情绪)和以其他为中心的诉求(例如,一个广告引发的内疚情绪)。采用阐述-可能性-说服模型(ELM),结果表明,负面道德情绪通过外围途径对广告态度和购买意愿产生显著的正向影响。此外,研究结果还揭示了内疚情绪和文化价值观(即国家)对态度的交互作用。这项研究还强调了自我建构的个人价值观在内疚感和对运动的态度之间的关系中的调节作用。这项研究为传播从业者设计有效的企业社会责任活动以接触文化多样性的目标受众提供了见解。
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Understanding CSR Campaigns Through the Lens of Culture Values and Moral Emotion
This study aimed to examine the persuasive influences of moral emotions on younger consumers’ judgments and decision-making and the roles of culture and self-construal in processing corporate social responsibility (CSR) campaigns. This study employed a between-subjects experiment where American and Chinese participants viewed one of the two CSR advertisement campaigns designed with ego-focused (e.g., an advertisement elicited anger emotion) and other-focused appeals (e.g., an advertisement elicited guilt emotion). By employing an elaboration likelihood persuasion model (ELM), the results indicated that negative moral emotions had significant positive influences on attitudes toward the advertisements and purchase intention through the peripheral route. In addition, results revealed the interaction effects between guilt emotion and cultural values (i.e., country) on attitudes. This study also highlighted the moderating role of self-construal individual values in the relationship between guilt and attitudes toward the campaign. This research provides insights for communication practitioners on designing effective CSR campaigns to reach culturally diverse target audiences.
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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