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This study examines a unique context for corporate social responsibility (CSR) initiatives in the form of a virtual reality (VR) video featuring a quasi-experimental design that was sponsored by an...

This study examines how individuals may engage with online donation behaviors by comparing two donation conditions: a public context and a private context. The study findings suggest that interdepe...

Guided by the motivated reasoning theoretical framework, this study examines the relationship between ethnicity cues (model race) and self-concept (collectivistic self-construal) among white Americ...

The study examines whether consumers' corporate social responsibility orientation (CSRO) can affect the perceptions of the sponsor's intention in advocating social causes as altruistic or self-serving in the context of values advocacy advertising. A quasi-experimental design with two ad stimuli sponsored by Miller Brewing Company and McDonald's was conducted. The study suggests that those who have high levels of expectations for business to perform both business (e.g., maximization of profits) and social roles (e.g., philanthropic efforts) are most likely to relate to values advocacy advertising messages and attribute to the sponsor altruistic motives in sponsoring social causes. It was noteworthy that the findings emerged differently depending on the types of sponsor's industry and the prior perception toward the sponsor.

This study investigates how gender factors and message strategy play a role in the evaluation of advocacy advertising. The results of an experiment (n=245) revealed that women's behavioral intention is enhanced more through a transformational message strategy (emotionally oriented messages) than an informational message strategy. However, inverse effects emerged for men; an informational message strategy was more effective to enhance behavioral intention. This finding indicates females might process self-efficacy and behavioral intention emotionally rather than rationally. Conversely, males may process self-efficacy and behavioral intention rationally. Gender differences also emerged with respect to perceived consumer effectiveness, and message strategy significantly predicted self-efficacy. Interestingly, there were no effects of gender or message strategy in the evaluation of the advertiser.

The study reported in this article examines the effects of three involvement types (technology, computer product category, and advertisement involvements) on attitude/behavioral intentions in two contexts: product and corporate ads. Specifically, the study explored these relationships using computer product ads and the ads of the company that produces the computer brand featured in the product ads. In the corporate ads, involvement levels in the technology and computer product category did not reveal a significant influence, whereas all three involvement types (technology, computer product category, and advertisement involvement) had a significant influence on attitudes and behavioral intentions of viewers in the product ads. The results suggest that consumers' product related involvements might not have the same influences on the corporate ads as the product ads.