ABSTRACT
Guided by the persuasion knowledge model, this study investigated how the fit between corporate social responsibility (CSR) and a sin company that makes negative societal contributions influences consumers’ responses. Specifically, using a sample of 234 Koreans, it examined whether individual differences in need for cognition (NFC) moderate CSR-company fit and how such NFC-moderated fit affects consumers’ responses through two distinct perceived motives (i.e. public-serving motive, self-serving motive). The analysis showed that NFC moderated the fit’s influence on perceived public-serving motives, perceived self-serving motives, and attitudes toward CSR. It also indicated that the NFC-moderated fit indirectly impacted attitudes toward CSR and positive word-of-mouth intentions via perceived public-serving motives.
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No potential conflict of interest was reported by the author(s).
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Jarim Kim
Jarim Kim is an associate professor in the department of communication at Yonsei University, Seoul, South Korea. She received her M.A. from Purdue University and her Ph.D. from the University of Maryland, College Park. Her research interests include public relations, strategic communication, persuasion, and health and risk communication.