Effects of Message Strategy and Need for Cognition (NFC) on Consumer Attitudes: A Case of Corporate Social Responsibility (CSR) Advertising

Abstract

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 × 2 mixed experimental design to operate two independent variables—message strategy of CSR advertising (CSR-informational advertising vs. CSR-transformational advertising) and the level of need for cognition (high-NFC vs. low-NFC)—in 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.