International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Understanding the Role of Competing Schema for Corporate Social Responsibility Initiatives


Affiliations
1 The Edward R. Murrow College of Communication, Washington State University, Pullman WA, United States
2 University of Southern Indiana, United States
     

   Subscribe/Renew Journal


Using an experimental research design, this study examined how consumer beliefs about the social roles assumed by corporations and businesses affect perceptions when those industries implement corporate social responsibility (CSR) proposals. Specifically, this study examined two CSR messages: 1) McDonald’s obesity prevention initiative and 2) Miller Brewing Company’s binge drinking prevention initiative. This study showed that when companies support CSR initiatives, consumers believed that the CSR contributed to society. Furthermore, a consumer’s positive global schema had a lingering effect on the perception of CSR by companies. However, the lingering effects were found only among those who have socially-oriented schema, not business-oriented schema. The findings were discussed based on the theoretical framework of confirmation bias and the schema incongruity processing model.

Keywords

Corporate Social Responsibility, Schema Incongruity, Corporate Advocacy, Values Advocacy.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Burton, B., & Goldsby, M. (2009). Corporate social responsibility orientation, goals and behaviour : A study of small business owners. Business & Society, 48(1), 88-104

  • Carmichael, M. (2012). Stat of the day. Advertising Age, 18 January.

  • A. E. (2009). Child obesity leads to new marketing campaigns, industry regulations. Marketing News, 39(20), 22.

  • Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497-505.

  • Carroll, A. B. (1999). Corporate social responsibility. Business & Society, 38(3), 268-295.

  • Chang, C. (2004). The interplay of product class knowledge and trial experience in attitude formation. Journal of Advertising, 33(1), 83-92.

  • Creyer, E. H., Ross, W. T., & Kozup, J.C. (2004). Consumer response to a pro-social marketing initiative: The case of discount stores and gun sales. Journal of Applied Social Psychology, 206-221.

  • Currall, S. C., & Epstein, M. J. (2003). The fragility of organizational trust: Lessons from the rise and fall of Enron. Organizational Dynamics, 32, 193-206.

  • David, P., Kline, S., & Dai, Y. (2005). Corporate social responsibility practices, corporate identity, and purchase Intention: A dual-process model. Journal of Public Relations Research, 17(3), 291-313.

  • Dorfman, L., Cheyne, A., Friedman, L. C., Wadud, A., & Gottlieb, M. (2012). Soda and tobaaco industry corporate social responsibility campaigns: How do they compare? PLoS Med, 9(6).doi:10.1371/journal.pmed.1001241.

  • Epstein-Reeves, J. (2012, Feb 21). Six reasons companies should embrace CSR. http: forbes.com/sites/csr/2012/02/21/six-reason-companies-should-embrace-csr.

  • Erez, M., & Kanfer, F. H. (1983). The role of goal acceptance in goal setting and task performance. Academy of Management Review, 8(3), 454-463.

  • Freeman, E. (1984). Strategic management: A stakeholder approach. New York: Basic Books.

  • Friedman, M. (1970, Sep 13). The social responsibility of business is to increase its profits. The New York Times Magazine.

  • Gilbert, D. T., & Malone, P. S. (1995). The correspondence bias. Psychological Bulletin, 117, 21-38.

  • Glac, K. (2008). Understanding socially responsible investing: The effect of decision frames and trade-off options. Journal of Business Ethics, 87, 41-55

  • Haley, E. (1996). Organization as source: consumers' understandings of organizational sponsorship of advocacy advertising. Journal of Advertising, 25, 19-36.

  • Hartmann, P., & Apaolaza-Ibanez, V. (2009). Green advertising revisited. International Journal of Advertising, 28(4), 715-739.

  • Hill, R. P., & Moran, N. (2011). Social marketing meets interactive media. International Journal of Advertising, 30(5), 815-838.

  • Keppel, G. (1991). Design and Analysis: A Researcher's Handbook. Englewood Cliffs, NJ: Prentice Hall.

  • Kleiman, T., & Hassin, R. R. (2013). When conflicts are good: nonconscious goal conflicts reduce confirmatory thinking. Journal of Personality and Social Psychology, 105(3), 374-387.

  • Lee, Y. J., Haley, E., & Avery, E. J. (2010). The role of gender and message strategy in the perception of advocacy advertising. Journal of Current Issues and Research in Advertising, 32, 47-55.

  • Lee, Y. J., Haley, E., & Yang, K. (2013). The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention.

  • International Journal of Advertising, 32(2), 233-253 Lindorff, M., Jonson, E. P., & McGuire, L. (2012). Strategic corporate social responsibility in controversial industry sectors: the social value of harm minimization. Journal of Business Ethics, 110, 457-467.

  • Lyon, T. P., & Montgomery, A. W. (2013). Tweetjacked: The impact of social media on corporate greenwash. Journal of Business Ethics, 118, 747-757, DOI:10.1007/s10551-013-1958-x.

  • MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations. Journal of Marketing Research, 23(2), 130-43.

  • Maignan, I. (2001). Consumers' perceptions of corporate social responsibilities: A cross-cultural comparison. Journal of Business Ethics, 30(1), 57-72.

  • Miller backs responsibility programs (2003, May). Beverage Industry, 94(5), 12.

  • Renko, M. (2013). Early challenges of nascent social entrepreneurs. Entrepreneurship: Theory & Practice, 37(5), 1045-1069.

  • Robin, D., & Reidenbach, R.E. (1987). Social responsibility, ethics and marketing strategy: Closing the gap between concept and application. Journal of Macromarketing (January), 44-58.

  • Rosenthal, R., & Ralph, L. R. (1991). Essentials of Behavioral Research: Methods and Data Analysis, Boston: McGraw Hill.

  • Shamir, R. (2011) Socially Responsible Private Regulation: World Culture or World-Capitalism? Law and Society Review, 45, 2, 313-336

  • Sinclair, J., & Irani, T. (2005). Advocacy advertising for biotechnology. Journal of Advertising, 34(3), 59-73.

  • Sloane, T. (2003). Miller backs responsibility programs. Beverage Industry, 94(5), 12.

  • Smith, A. (1904). An inquiry into the nature and causes of the wealth of nations, London: Methuen and Co., Ltd., ed. Edwin Cannan, Fifth edition.

  • Thielman, S. (2012). McDonald's deal makes health advocates sick. Ad week, 53(28), 14-15.

  • Vogel, D. (1991). Business ethics: New perspectives on old problems. California Management Review, Summer, 101-117.

  • Webb, J. D., & Mohr, L. A. (1998).A typology of customers responses to Cause Related Marketing: From skeptics to socially concerned. Journal of Public Policy and Marketing, 17(2), 226-239.

  • Wolburg, J. M. (2005). How responsible are "responsible" drinking campaigns for preventing alcohol abuse. Journal of Consumer Marketing, 22(4), 176-177. doi:10.1108/07363760510605281

  • Wood, J. D. (1991). Corporate social performance revised. Academy of Management Review, 16(4), 691-718.

  • Yoon, Y., Gurhan-Canli, Z., & Schwarz, N. (2006). The effect of corporate social responsibility (CSR) activities on companies with bad reputations. Journal of Consumer Psychology, 16(4), 377-390.


Abstract Views: 384

PDF Views: 2




  • Understanding the Role of Competing Schema for Corporate Social Responsibility Initiatives

Abstract Views: 384  |  PDF Views: 2

Authors

Yoon-Joo Lee
The Edward R. Murrow College of Communication, Washington State University, Pullman WA, United States
Leigh Anne Howard
University of Southern Indiana, United States

Abstract


Using an experimental research design, this study examined how consumer beliefs about the social roles assumed by corporations and businesses affect perceptions when those industries implement corporate social responsibility (CSR) proposals. Specifically, this study examined two CSR messages: 1) McDonald’s obesity prevention initiative and 2) Miller Brewing Company’s binge drinking prevention initiative. This study showed that when companies support CSR initiatives, consumers believed that the CSR contributed to society. Furthermore, a consumer’s positive global schema had a lingering effect on the perception of CSR by companies. However, the lingering effects were found only among those who have socially-oriented schema, not business-oriented schema. The findings were discussed based on the theoretical framework of confirmation bias and the schema incongruity processing model.

Keywords


Corporate Social Responsibility, Schema Incongruity, Corporate Advocacy, Values Advocacy.

References