University of Twente Student Theses

Login

When honesty is the best policy: the effect of combined motives and information source in CSR communication

Lohrer, V. (2013) When honesty is the best policy: the effect of combined motives and information source in CSR communication.

[img] PDF
1MB
Abstract:Participating in corporate social responsibility (CSR) has emerged as an effective way for companies to generate favorable consumer evaluations. However, insufficient communication of CSR bears the risk of negative responses. Communicating combined messages with both intrinsic and extrinsic motives helps companies to reap benefits from CSR. Using attribution theory, this study examines an effective balance between intrinsic and extrinsic motives in combined messages and the influence of the information source on consumer responses. An experiment was conducted with a sample of 184 university students using a 3 (motive combinations: values- and strategic-driven motives vs. values- and stakeholder-driven motives vs. strategic-driven and stakeholder-driven motives) x 2 (information source: internal vs. external) between subjects design based on fictional scenarios. Overall, findings indicate that a combination of values- and strategic-driven motives leads to most positive responses toward the firm, regardless the information source. Combinations including stakeholderdriven motives result in more positive responses coming from an external source than an internal source.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/63869
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page