Effects of Message Strategy and Need for Cognition (NFC) on Consumer Attitudes: A Case of Corporate Social Responsibility (CSR) Advertising

Chao-Ming Yang

doi:10.4236/ojbm.2018.63055

Abstract

Corporate social responsibility (CSR) advertising can differentiate brands and create product value, and an appropriate messaging strategy can help corporations launch persuasive CSR advertisements. This study employed a 2 × 2 mixed experimental design to operate two independent variables—message strategy of CSR advertising (CSR-informational advertising vs. CSR-transformational advertising) and the level of need for cognition (high-NFC vs. low-NFC)—in order to examine the effect of these variables on consumers’ attitudes toward advertising and brands. Three primary conclusions were reached: 1) the message strategy of CSR advertising influenced consumers’ attitudes toward advertising and brands; 2) NFC levels influenced consumers’ attitudes toward advertising and brands; and 3) individuals with high NFC exhibited more positive attitudes toward advertisements and brands in the CSR-informational advertising compared with those in the CSR-transformational advertising. Overall, using advertising to promote CSR activities can strengthen corporate image, promote consumer behavior, and consolidate consumers’ brand loyalty; however, corporations must actively consider how to appropriately design CSR advertising content.

Highlights

C.-M. Yang rate social responsibility (CSR) advertising message strategy was the first independent variable, and the results showed that CSR advertising message strategy did influence consumers’ advertising and brand attitudes, and consumers demonstrated more positive attitudes toward informational advertisements than transformational advertisements
For multiple-message claim advertising, the communication of advertisements is based on multiple benefits of a commodity and should work together with the message strategy of CSR-informational advertising; consumers are more likely to be cognizant of how a corporation has helped society and the environment as a result of the text used in CSR advertising
The results indicated that the level of Need for Cognition (NFC) did influence consumers’ advertising and brand attitudes in CSR advertising

Summary

Introduction

Yang rate social responsibility (CSR), using it as a sales strategy for competing in the corporate market [1] [2]. Publicizing CSR information helps companies move toward their sustainable development targets while successfully positioning themselves and achieving market differentiation [3] [4]. Previous corporate image advertising models are embodied by CSR advertising. The content of CSR advertising is broader and more practical than corporate image advertising; CSR advertising tends to focus on the efforts a corporation made in the public domain rather than its sales or profits [6]. The motivation behind corporate CSR activities is often sales promotion and profit making; the public is unaware of this because of the manner in which CSR advertising is packaged

Methods

Findings

Discussion

Conclusion