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Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of...

This study investigates whether recreational marijuana legislation and perceived social norms (descriptive and injunctive) affect college students’ propensity to share pro-marijuana messages. We ex...

This study examined how social norms can be formed differently across gender in the context of perceiving an alcohol company’s corporate social responsibility (CSR) campaigns on social media (Faceb...

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...

Numerous studies have observed arousal and mood effects on ad processing, but no study has examined the ways in which the core arousal effect in humor advertising, which could make or break humor a...

This study examines the impact of Twitter followers and consumer skepticism on issue support behavior advocated in Twitter-based corporate social responsibility (CSR) communication. A 2 × 2 experim...

The primary purpose of this study was to examine factors that influence the effectiveness of benefit appeal types (i.e., help-other vs. help-self) in Corporate Social Responsibility adverti...

This study examines motivational factors (Facebook prevention-social norms and dissatisfaction with drinking experiences) to encourage college students to visit and comment on a binge drinking prev...

The present study applies motivated reasoning and costly signaling theory to examine whether consumers transfer stereotypical race-related attributes to their evaluations of companies' socially responsible advertisements. The study compares corporate socially responsible advertisements featuring different model races and cultural cues in order to meet consumers' motives to impress others by supporting CSR initiatives. Results (N = 754) of a 2 × 2 × 4 experiment reveal that strong ethnic identifiers among Asian Americans are more likely to make a costly signaling behavior when ads feature a white model with white cultural cues by attributing higher social status to whites' images, which is mediated by conspicuous consumption motives. Interestingly, ethnic identification among white Americans is also a strong predictor in making costly signaling behavior with socially responsible products.

This study proposes that model race and race of consumers play an important role in processing corporate social responsibility (CSR) advertising. The aim of the study is to examine why a racial mismatch between target consumers and featured model race might work better among Asian Americans in the context of CSR ads, guided by motivated reasoning and self-referencing information processing mechanisms. Through an experiment, the study finds that people who perceive that money means social status tend to have more positive responses to CSR ads regardless of their race or ethnicity. In addition, Asian Americans who highly equate money with status are likely to evaluate CSR ads featuring a white model more positively than the ad with an Asian model. The study also reveals that Asian Americans with higher money as status perception tend to self-reference only when they view the CSR ad featuring a white model, but not an Asian model. However, White Americans do not vary in self-referencing based on mode...

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 current study aimed to explore how cultural contexts influence the attitudes of mothers raising children with disabilities. Semi-structured in-depth interviews of seven immigrant Korean mothers regarding their personal experiences within the complexities of the special education system in the United States were analysed to identify factors that help mothers to thrive in the face of numerous challenges they encountered when working with professionals from different cultural and linguistic backgrounds. Narratives revealed that support groups, parent–professional relationships and cultural norms served as motivational factors that encouraged mothers to take initiative in proactively seeking ways to meet the needs of their children. Findings highlight the importance of a professional’s genuine attitude and open-mindedness when approaching culturally and linguistically diverse families.

This study explored issues of social inclusion for young children with disabilities through a systematic reanalysis of six preschool case studies focusing on strategies that teachers used in daily practice. Our analysis process entailed a reexamination of classroom observations and teacher inquiry data, focusing back and forth between the “micro” issues of everyday practice and the “macro” issues of inclusion as social justice. Through this process, the authors articulated a set of six overarching teacher competencies and their connection to “big ideas” about inclusion. The findings speak to a growing need within educational settings to move beyond narrow conceptions of ability and disability to take a transformative stance that supports diversity and community for all learners.

The current study examined Asian American consumers’ responses to values advocacy advertising through the interaction of levels of ethnic identification (weak or strong Asian ethnic identification) and culturally embedded ads (low and high in Asian/White culturally embedded ads) in evaluating altruistic motives of advertisers and purchase intention through an experimental design. The findings suggest that low Asian ethnic identifiers may identify with the advertiser employing Asian spokespersons with Asian cultural cues and in turn, perceive that the advertisers advocate social causes with altruistic motives. However, they did not feel congruent with the advertisers utilizing values advocacy ads with low Asian cultural cues (only featuring Asian spokespersons) more than with low/high White cultural cues (featuring White spokespersons with and without White cultural cues).The findings were discussed based on ethnic schema and attribution theory. Further, the present study discusses how Asian American consu...

Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s. Adopting hierarchy-of effects perspectives, the study examined the role of attitude towards the values advocacy advertising in evaluating purchase intention and issue support behaviour. The study results revealed that A ValuesAdvocacyAd is a mediator for predicting issue support behaviour when consumers perceive a company’s value advocacy advertising as driven by public-serving motives. Purchase intention was directly affected by perceived public-serving motives of the advertisers. Further, a new construct, self-construal, was found as an antecedent to the cognitive construct, consumers’ perceptions towards the advertisers’ intention as public-serving.

This article explores the factors affecting college students’ willingness to participate in a Facebook page promoting a specific social cause: binge drinking prevention. The study examined the effects of the interactions between medium credibility (trustworthiness toward Facebook) and perceived advertisers’ motives (sponsored by a beer company versus nonprofit organization) on willingness to participate in the Facebook page through an experimental design. Also, motivational factors influencing medium credibility were examined. When students trusted Facebook, they were more likely to participate in the binge drinking prevention Facebook page. Students less engaged with the social cause varied significantly in their willingness to participate the Facebook page, depending on their perception of advertisers’ motives in supporting social causes but not depending on the perceived trustworthiness toward the Facebook page. However, highly engaged students notably altered their behavioral intention based on the pe...

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.

The purpose of this practitioner research was to examine my role as a teacher in the context of children’s conflicts in an early childhood special education classroom, reflecting on my reactions and choices of different intervention strategies. From videotaped observations and reflective journals I examined when I intervened and what strategies I used. The findings indicate that even though I was not conscious of my assumptions about individual children all the time, these assumptions were unconsciously translated into my daily practice and conflict resolution strategies. Through reflecting on my practices and beliefs I raised important issues concerning a teacher’s role in children’s conflicts. This study validates how important it is for teachers to reflect on specific issues within their practices and observe how these issues are addressed within the research process. Reflective practices, specifically conducting action research, not only heightens awareness of context but also enables one to take grea...

This qualitative study looked at how early childhood teachers talk about and interact with the most powerful children in their classrooms—the student leaders. Relying primarily on interviews with six teachers in early childhood classrooms (infants, toddlers, and preschoolers) within a University‐affiliated center, this paper reconsidered leadership qualities in young children from the teachers’ point of view, probing the often overlooked challenges and dilemmas that young leaders present in student‐student and student‐adult relationships. Findings showed that the teachers described children's leadership skills in positive ways in the abstract, but these theoretical beliefs were quickly challenged by the realities of the classroom. As a result, teachers faced the complex dilemma of supporting individual children's leadership strengths while nurturing their own visions of classroom community. Findings are discussed with reference to implications for practice, including implications for early childh...

This paper describes the experiences of three toddlers with developmental delays and their caregivers in an inclusive child care center. Case study methodology was used to synthesize data representing initial issues presented by parents, caregivers' reflections on their relationships with the toddlers, and interactions between toddlers with special needs, their caregivers, and their typical peers within the child care setting. Analyses of parent interviews, caregiver journals, and child observations yielded two overarching themes—concern and possibility. Both parents and caregivers expressed specific concerns about children's behavioral differences, and how they create challenges to inclusion, but they also envisioned the possibility of increased social opportunities in inclusive child care for children with disabilities. Caregivers found that working in an inclusive setting created the possibility for early childhood professionals to learn about and better understand developmental differences. I...