Analyzing the nature of self-transcendent emotional elicitors in corporate social advocacy messages

Abstract

Consumer reaction toward corporate social advocacy (CSA) stances can often be swift and visceral. These reactions may be due to messages evoking emotions that are self-transcendent—bigger than the individual and bigger than the company or its products or services. However, no research to date has examined the nature of self-transcendent emotions in CSA messages. Through a content analysis of CSA messages (n = 352), this exploratory study examined characteristics of CSA messages to understand the nature and prevalence of self-transcendent emotional elicitors within company CSA stances—as manifested in both written statements and video messages—which are typically the two mediums that companies use to communicate their CSA stances. Results indicate that most CSA messages do contain transcendent emotional elicitors with appreciation for beauty and excellence being the most prevalent. This study holds implications for research and practice at the intersection of public relations and media psychology.