TY - JOUR
T1 - Watch out when expectancy is violated
T2 - An experiment of inconsistent CSR message cueing
AU - Rim, Hyejoon
AU - Park, Young Eun
AU - Song, Doori
PY - 2020/5/18
Y1 - 2020/5/18
N2 - Applying the expectancy violation theory, the study examines how a company’s commitment to corporate social responsibility (CSR) interacts with the timing of receiving inconsistency message cues (i.e., presentation order), and how they affect the consumer evaluation of the CSR campaign. The results reveal that presentation order affects consumers’ inference about CSR motives and their attitudes toward a company when the company shows low commitment. However, the order effects disappeared when a company perceived to be dedicated to the CSR campaign. The findings also suggest that lowered expectancy minimizes the negative impacts resulting from expectancy violation. The company’s promotional CSR message can generate positive impacts when the message aligns with the company’s genuine motives and the message is further confirmed by other informational cues. Moderated mediation reveals that the mediating role of altruistic mGotives is observed only when a promotional CSR message preceded the commitment information.
AB - Applying the expectancy violation theory, the study examines how a company’s commitment to corporate social responsibility (CSR) interacts with the timing of receiving inconsistency message cues (i.e., presentation order), and how they affect the consumer evaluation of the CSR campaign. The results reveal that presentation order affects consumers’ inference about CSR motives and their attitudes toward a company when the company shows low commitment. However, the order effects disappeared when a company perceived to be dedicated to the CSR campaign. The findings also suggest that lowered expectancy minimizes the negative impacts resulting from expectancy violation. The company’s promotional CSR message can generate positive impacts when the message aligns with the company’s genuine motives and the message is further confirmed by other informational cues. Moderated mediation reveals that the mediating role of altruistic mGotives is observed only when a promotional CSR message preceded the commitment information.
KW - Corporate social responsibility
KW - expectancy violation
KW - message cue
KW - moderated mediation
KW - perceived altruism
UR - http://www.scopus.com/inward/record.url?scp=85082839048&partnerID=8YFLogxK
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U2 - 10.1080/13527266.2018.1523216
DO - 10.1080/13527266.2018.1523216
M3 - Article
SN - 1352-7266
VL - 26
SP - 343
EP - 361
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
IS - 4
ER -