How Do Self-Values Play a Role in Consumers’ Perception of CSR Advertising? The Moderated Mediation Effect of Self-Referencing

Yoon-Joo Lee

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

MANAGEMENT SLANT

  • Self-referencing significantly mediates the relationship between self-motives and purchase intention, moderated by a consumer’s perception toward a business’s role in society.
  • Congruent values between self-motive and perception of corporate social responsibility initiatives can increase self-referencing, which can result in increased purchase intention.
  • Marketers should find ways to appeal to both status consumption motives and consumers’ perceptions of a business’s societal role.

INTRODUCTION

Companies are communicating increasingly about their efforts in the realm of corporate social responsibility (CSR; Tata and Prasad, 2015). These initiatives have become a mainstream marketing strategy (Eberle, Berens, and Li, 2013). Among Americans, 83...

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