Can consumers' scepticism be mitigated by claim objectivity and claim extremity?

Tan, Soo Jiuan

doi:10.1080/13527260210122097

Cited by 30 publications

(15 citation statements)

References 34 publications

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“…press releases and policy statements (Martin 1992). This argument suggests that CSR communication will be perceived as more plausible if it is indirect and subtle, such as, for example, in the presentation of more objective data in non‐financial reports (Tan 2002), which supports the tendency shown in reputation surveys that many stakeholders prefer more subtle forms of CSR communication. Potential regional differences, however, must also be noted.…”

Section: Discussionsupporting

confidence: 54%

Corporate social responsibility communication: stakeholder information, response and involvement strategies

Morsing

Schultz

2006

Business Ethics: A European Review

1,206

1,119

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While it is generally agreed that companies need to manage their relationships with their stakeholders, the way in which they choose to do so varies considerably. In this paper, it is argued that when companies want to communicate with stakeholders about their CSR initiatives, they need to involve those stakeholders in a two‐way communication process, defined as an ongoing iterative sense‐giving and sense‐making process. The paper also argues that companies need to communicate through carefully crafted and increasingly sophisticated processes. Three CSR communication strategies are developed. Based on empirical illustrations and prior research, the authors argue that managers need to move from ‘informing’ and ‘responding’ to ‘involving’ stakeholders in CSR communication itself. They conclude that managers need to expand the role of stakeholders in corporate CSR communication processes if they want to improve their efforts to build legitimacy, a positive reputation and lasting stakeholder relationships.

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Section: Discussionsupporting

confidence: 54%

Corporate social responsibility communication: stakeholder information, response and involvement strategies

Morsing

Schultz

2006

Business Ethics: A European Review

1,206

1,119

View full text Add to dashboard Cite

show abstract

“…We believe there is real competitive advantage in acting responsibly, which is playing a key role in our efforts to manage costs and drive revenue more effectively. (InterContinental Hotels Groups Corporate Responsibility Report, 2012) Thirdly, prior research has argued that CSR communication will be considered more convincing if it is presented in and indirect way (e.g., nonfinancial reports; Tan, 2002). Similarly, according to a survey developed in the European context, a large percentage of customers indicate that minimal releases (e.g., annual reports and websites) are the most appropriate way of communicating CSR (Morsing & Schultz, 2006).…”

Section: Downloaded By [Selcuk Universitesi] At 23:51 03 February 2015mentioning

confidence: 99%

Exploring the Antecedents of Hotel Customer Loyalty: A Social Identity Perspective

Leániz

Rodríguez

2014

Journal of Hospitality Marketing & Management

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One of the most important aspects in the field of marketing is to explore the path to customer loyalty. Previous studies have presented several approaches on this issue incorporating differing central constructs. However, researchers have given little consideration to social identification antecedents to hotel customer loyalty development. This study follows an integrated approach and proposes a model with two social exchange constructs (customer trust and commitment) and one social identity variable (customer identification) as the most significant elements between the perception of a responsible corporate behavior and hotel customer loyalty. Empirical data were analyzed using structural equation modeling. Findings demonstrate that corporate social responsibility positively impact on customer trust, commitment, and identification with the company. Furthermore, customer trust, along with customer commitment and customer identification with the company positively influence hotel customer loyalty. Finally, customer trust has a positive direct effect on customer commitment and identification.

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“…Most research on advertising claims has found that in general, factual claims are perceived as more credible than evaluative claims (Holbrook, 1978), and evaluative claims evoke more skepticism in consumers (Tan, 2002), and generate less cognitive resistance (Edell & Staelin, 1983). However, based on the selectivity hypothesis on gender differences in information processing, men and women are expected to react differently to these different message claims due to their different information processing styles.…”

Section: Introductionmentioning

confidence: 99%

Gender Differences in Adolescent Advertising Response: The Role of Involvement and Message Claim

Massar

Buunk²

2013

PSYCH

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This study investigates whether gender differences in adolescents' advertising judgments and purchase intentions are due to their level of involvement with the advertised product, and with the claim made in the ad, i.e. whether evaluative versus factual message claims are used. Male (n = 115) and female adolescents (n = 127) were randomly assigned to a mixed design. They read either factual or evaluative ads (between-subjects variable) about a product within and about a product outside their area of interests (within-subjects variable). Results show that when an ad contained a description of a high involvement product (i.e. the youth magazine), adolescent females were persuaded most by factual information, whereas when the ad contained a description of a low involvement product (the sports magazine), they were persuaded more by evaluative information. Adolescent males overall indicated a more positive attitude towards a high involvement product, but were equally persuaded by evaluative and factual information. We conclude that gendered advertising responses do exist, and that the level of involvement with the product advertised determines which type of message claim-factual versus evaluative-is most effective for each gender. Discussion focuses on theoretical and practical implications of these results.

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Can consumers' scepticism be mitigated by claim objectivity and claim extremity?

Cited by 30 publications

References 34 publications

Corporate social responsibility communication: stakeholder information, response and involvement strategies

Corporate social responsibility communication: stakeholder information, response and involvement strategies

Exploring the Antecedents of Hotel Customer Loyalty: A Social Identity Perspective

Gender Differences in Adolescent Advertising Response: The Role of Involvement and Message Claim

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