It Takes Courage! How Corporate Activism Inspires Political Participation

Abstract

Individual political participation is a fundamental ingredient for democracy. Yet, research indicates a global increase in the number of people who are disengaged in the political process. Our research asks whether companies, through their own public statements on contentious social or political issues, can encourage consumers to participate politically. In two experiments, we provide evidence that such corporate activism can encourage political participation to the extent that it is perceived by the consumer to be morally courageous. This mediating effect is stronger when the consumer shares the view of the company engaged in the activism (what we call low political ideology distance). Moreover, delving deeper, we find that perceived moral courage can be heightened when the company takes a leadership position in its corporate activism by announcing their stand before industry peers. Broadly speaking, the research portrays consumers as potentially emulating companies that they believe act on principle despite the apparent risk of doing so.