International Journal of Marketing and Business Communication

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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
     

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

Abstract Views: 398  |  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