The effects of message framing in CSR advertising on consumers’ emotions, attitudes, and behavioral intentions

Stadlthanner, Katja Anna; Andreu, Luisa; Ribeiro, Manuel Alector; Font, Xavier; Mattila, Anna S.

doi:10.1080/19368623.2022.2065399

Cited by 33 publications

(27 citation statements)

References 67 publications

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“…This could be explained by the SOR framework. SOR suggests that external stimuli lead to individuals' affective and/ or cognitive responses, such as attitudes, which subsequently result in their behavioral outcomes (Eroglu et al, 2001;Stadlthanner et al, 2022).…”

Section: Discussionmentioning

confidence: 99%

Framing food tourism videos: What drives viewers’ attitudes and behaviors?

Christina

Deng

Hengxuan

et al. 2022

Journal of Hospitality & Tourism Research

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Despite the prevalence of food tourism-related short videos on social networking services, few studies have examined the effectiveness of such videos in promoting food tourism. This study aims to address this gap in literature via three experimental studies. Specifically, Study 1 reveals significantly different attitudes across participants who watch food tourism videos with different framing styles (information-focused, emotion-focused, and commercial-focused); and viewers’ attitudes significantly influence their video-sharing and destination visit intention. Study 2 suggests that information-focused and emotion-focused videos influence viewers’ attitude via distinct routes, that is, cognitive evaluations and aroused emotions, respectively. Study 3 finds that different locations and lengths of embedded commercial content in a video induce different levels of brand awareness. This study is amongst the first to uncover the effects of food tourism video framing styles on viewers’ attitudes and behaviors, unravel the underlying mechanism, and explore the most effective brand placement strategies in food tourism promotion. Highlights Information-focused video is the most effective in promoting food tourism. Information-focused video triggers cognitive evaluations. Placing commercial content in the middle or end of a video is more effective. Ten-second embedded commercial content is as persuasive as the traditional 15 seconds.

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Section: Discussionmentioning

confidence: 99%

Framing food tourism videos: What drives viewers’ attitudes and behaviors?

Christina

Deng

Hengxuan

et al. 2022

Journal of Hospitality & Tourism Research

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“…The purpose of using a semantic differential scale is that statements with two poles (bipolar) are more easily answered than statements with one pole (unipolar), and participants can remember their knowledge of statements with two poles more easily and accurately (Albarracín et al, 2008). Moreover, it is not unusual to use different types of measurements for different variables in a study (Parker et al, 2018;Gangadharbatla et al, 2022;Stadlthanner et al, 2022). For this reason, environmental attitudes were measured with a seven-item semantic differential scale from Fielding et al (2008).…”

Section: Methodsmentioning

confidence: 99%

Pro-environmental purchase intentions in a low-involvement context: the role of myopia and apathy

Çoşkun

Polonsky

Vocino

2022

JGR

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Purpose To achieve the UN’s 2030 agenda, consumers will need to behave more responsibly and make less environmentally harmful purchases. This study aims to investigate the antecedents of consumers’ pro-environmental purchase intentions based on a range of motivating (i.e. attitudes, locus of control) and inhibiting factors (i.e. apathy and myopia) for a low-involvement product. It also tests the moderating effect of the greenness of a low-involvement product (green vs nongreen) on the consumer’s pro-environmental purchase intentions. Design/methodology/approach An online panel survey of 679 Turkish consumers was used. Structural equation modeling was used to test the hypothesized relationships. Findings The results suggest that while inhibiting factors (i.e. apathy and myopia) may not directly impede such purchase intentions, they could prevent consumers from considering the environmental characteristics of low-involvement products. Practical implications The insights are expected to assist marketers and policymakers to understand consumer psychological mechanisms when encouraging and promoting pro-environmental behavior in the context of low-involvement purchases, enhancing consumers contributing to the 2030 objectives. Originality/value This study examines the role of inhibiting factors behind the purchase of low-involvement goods. It also tests the moderating effect of the greenness of a low-involvement product on pro-environmental purchase intentions.

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“…For example, it influences consumers' attitudes toward a brand and, consequently, their purchase intention (Bartikowski and Berens, 2021). Messages that are positively framed stress on the potential benefits of (obtaining gain), or negative consequences avoided by, engaging in sustainable actions (Stadlthanner et al, 2022). Thus, and according to prospect theory and previous literature (Kapoor et al, 2021), gain-framed messages are more effective for environmental communications.…”

Section: Online Brand Engagementmentioning

confidence: 98%

“…Thus, and according to prospect theory and previous literature (Kapoor et al, 2021), gain-framed messages are more effective for environmental communications. They encourage cautious behavior by highlighting an action's positive consequences instead of focusing on its risks and potential losses (Stadlthanner et al, 2022). Previous studies have indicated that individuals with a positive evaluation of a publication on social media will have a higher intention to like, comment on and share it (Alhabash et al, 2015).…”

Section: Online Brand Engagementmentioning

confidence: 99%

Make me happy, make it credible – the effect of CSR message framing on online brand engagement

Cordero-Gutiérrez

Aljarah²,

López

et al. 2023

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PurposeThe objective of this study is to investigate the differential impact of gain versus loss message framing on the effectiveness of corporate social responsibility (CSR) communications in eliciting online brand engagement within the hospitality industry. Furthermore, this research aims to examine the extent to which evoked happiness and message credibility mediate the relationship between CSR message framing and online brand engagement, as these mediating factors have not been thoroughly examined in the existing academic literature.Design/methodology/approachThis study utilizes a between-subjects experimental design to test an integrative research framework, which is grounded in message framing theory and the elaboration likelihood model (ELM), in order to examine the interrelationships among the various constructs of the study within a coffee shop context on Facebook.FindingsThe findings of this study indicate that gain framing is a more powerful predictor of online brand engagement than loss framing. A mediation analysis supports the assertion that the effects of CSR framing communications on online brand engagement are mediated by evoked happiness and message credibility. Specifically, when the CSR message was framed in a positive (gain) manner, it was perceived as more credible and evoked more happiness, leading to increased online brand engagement. Additionally, the study’s results provide empirical evidence for the notion that the happiness elicited by brand messages enhances their credibility, leading to further online brand engagement.Originality/valueThis research makes a novel contribution to the literature by investigating the distinct effects of message framing on online brand advocacy and examining the complex interrelationships that modulate consumer engagement within the context of the hospitality industry.

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The effects of message framing in CSR advertising on consumers’ emotions, attitudes, and behavioral intentions

Cited by 33 publications

References 67 publications

Framing food tourism videos: What drives viewers’ attitudes and behaviors?

Framing food tourism videos: What drives viewers’ attitudes and behaviors?

Pro-environmental purchase intentions in a low-involvement context: the role of myopia and apathy

Make me happy, make it credible – the effect of CSR message framing on online brand engagement

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