Intention to Participate in Social Activism Activities in Response to Corporate Social Advocacy: A Third-Person Effect Perspective

Abstract

ABSTRACT Drawing on the theory of third-person effect (TPE) and the discrepancy motives model, the current study examined corporate social advocacy’s (CSA’s) influence on the public’s intention to participate in social activism activities in terms of boycott and discursive activities through consumers’ perceptions of CSA’s influence on in-groups and out-groups. Study 1 conducted a 3 (preexisting attitude: pro vs. neutral vs. anti) × 2 (CSA position: pro vs. anti) × 2 (corporate credibility: high vs. low credibility) between-subjects experiment. Participants reported higher third-person perceptions (TPP) when they held an attitude that countered the CSA message than when they were neutral or supportive of the CSA’s position. Study 2 utilized an online survey. The results reinforced Study 1 in suggesting attitude discrepancy as a significant predictor of TPPs. Study 2 also suggested that perceived negative and positive CSA influences predicted boycott intention and intention to participate in discursive activities, respectively. The results of the two studies enabled theoretical discussions of TPE research in a context when message recipients have divergent opinions of a media message and illuminated CSA’s role in mobilizing social activism relating to controversial issues.