%0 Journal Article
%T Effects of Message Strategy and Need for Cognition (NFC) on Consumer Attitudes: A Case of Corporate Social Responsibility (CSR) Advertising
%A Chao-Ming Yang
%J Open Journal of Business and Management
%P 714-732
%@ 2329-3292
%D 2018
%I Scientific Research Publishing
%R 10.4236/ojbm.2018.63055
%X <div style=\"text-align:justify;\">
	Corporate social responsibility (CSR) advertising can differentiate brands and
create product value, and an appropriate messaging strategy can help corporations
launch persuasive CSR advertisements. This study employed a 2 ¡Á 2 mixed experimental
design to operate two independent variables¡ªmessage strategy of CSR
advertising (CSR-informational advertising vs. CSR-transformational advertising)
and the level of need for cognition (high-NFC vs. low-NFC)¡ªin order to examine
the effect of these variables on consumers¡¯ attitudes toward advertising
and brands. Three primary conclusions were reached: 1) the message strategy
of CSR advertising influenced consumers¡¯ attitudes toward advertising and
brands; 2) NFC levels influenced consumers¡¯ attitudes toward advertising and
brands; and 3) individuals with high NFC exhibited more positive attitudes toward
advertisements and brands in the CSR-informational advertising compared
with those in the CSR-transformational advertising. Overall, using advertising
to promote CSR activities can strengthen corporate image, promote
consumer behavior, and consolidate consumers¡¯ brand loyalty; however, corporations
must actively consider how to appropriately design CSR advertising
content.
</div>
%K Corporate Social Responsibility Advertising
%K Message Strategy
%K Need for Cognition
%K Consumer Attitude
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=86142