This paper examines how to get support and legitimation for global environmental CSR campaigns from local and domestic stakeholders using construal level theory. The paper develops communication strategies to enhance the persuasiveness of CSR campaigns. A survey was with 252 young adults in eight experimental groups. We argue that there exists a certain distance toward every CSR topic perceived by individuals and that each matches better with either desirability or feasibility message framing. The results show that desirability messages have a greater power of persuasion in a CSR campaign that yields consequences in a distant time and place, whereas feasibility messages have a greater persuasive power in a campaign that yields relatively immediate results in a nearby place. We propose some recommendations for businesses on how to apply the findings to a practical CSR message design in order to improve the persuasiveness of global CSR campaigns.
This study explored the effect of chatbot emotional disclosure on user satisfaction and reuse intention for a chatbot counseling service. It also examined the independent and sequential mediation roles of user emotional disclosure intention and perceived intimacy with a chatbot on the relationship between chatbot emotional disclosure, user satisfaction, and reuse intention for chatbot counseling. In total, 348 American adults were recruited to participate in a mental health counseling session with either of the two types of artificial intelligence-powered mental health counseling chatbots. These included a chatbot disclosing factual information only or a chatbot disclosing humanlike emotions. The results revealed that chatbot emotional disclosure significantly increased user satisfaction and reuse intention for a chatbot counseling service. The results further revealed that user emotional disclosure intention and perceived intimacy with a chatbot independently and serially mediates the effect of chatbot emotional disclosure on user satisfaction and chatbot counseling service reuse intention. The results indicate positive effects of artificial emotions and their disclosure in the context of chatbot moderated mental health counseling. Practical implications and psychological mechanisms are discussed.
This study examines the relationship between social distance perception and company/sustainability campaign evaluations. The study also investigates the moderating role of consumer ethnocentrism in the relationship between the variables. This study further compares the effects of construal message framing (high-level vs. low-level construal) on social distance perception. The SPSS PROCESS macro analysis revealed that social distance perception from a corporation negatively affects company evaluations. Moreover, the results demonstrated that consumer ethnocentrism significantly moderates the relationship between social distance perception and company/sustainability campaign evaluations. Finally, the results indicate that construal message framing significantly affects the level of social distance perception from the host of a sustainability campaign. This paper provides practical suggestions for corporates’ sustainability communications and adds to the literature on the reverse effect of construal level theory and social distance reduction.
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