• Social-issue advertising can strengthen the relationship between a company and its customers by conveying a social consciousness that aligns with the customers’ own.
  • People can be motivated by a concern for appearances, demonstrating an egoistic-enhancement motivation in supporting corporate social responsibility (CSR) initiatives.
  • The horizontal–vertical distinction could be a tool to expand understanding of how values correlate with advertising and consumer persuasion.
  • Consumers with a strong vertical collectivistic orientation more likely perceived that their status could be increased through the consumption of the CSR advertisers’ product.
  • Consumers younger than 30 years unlikely were motivated by the vertical collectivistic value, such as fulfilling social duties or responsibilities, in evaluating CSR advertisements.