The Moderating Effects of Status-Consumption Motive and Age in the Relationship between CSR Advertising Appeal Type and Purchase Intentions |
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Authors: | Wen Zhao Yoon-Joo Lee |
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Institution: | The Edward R. Murrow College of Communication, Washington State University, Pullman, WA, USA |
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Abstract: | The primary purpose of this study was to examine factors that influence the effectiveness of benefit appeal types (i.e., help-other vs. help-self) in Corporate Social Responsibility advertising. To that end, we designed and administered a between-subjects experiment where participants viewed one of the two CSR advertisements crafted with help-self and help-other benefit appeals. Results provided evidence supporting the moderating effects of status-consumption motives and age on purchasing intentions. Additional analysis suggested consumers younger than 48 years old were more likely to be persuaded by a help-other ad appeal when they didn't have strong desires for status consumption. Results were discussed in light of the self-concept theory and value-expressive framework in CSR advertising. |
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Keywords: | corporate social responsibility advertising advertising appeals status-consumption motives value-expressive motives purchasing intentions |
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