A CROSS-CULTURAL EXAMINATION OF CORPORATE SOCIAL RESPONSIBILITY ADVERTISING WITHIN SOCIAL NETWORKS: THE ROLES OF MORAL EMOTIONS, CULTURE VALUES, AND SELF-CONSTRUAL IN INFORMATION PROCESSING

Wen Zhao

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A CROSS-CULTURAL EXAMINATION OF CORPORATE SOCIAL RESPONSIBILITY ADVERTISING WITHIN SOCIAL NETWORKS: THE ROLES OF MORAL EMOTIONS, CULTURE VALUES, AND SELF-CONSTRUAL IN INFORMATION PROCESSING

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A CROSS-CULTURAL EXAMINATION OF CORPORATE SOCIAL RESPONSIBILITY ADVERTISING WITHIN SOCIAL NETWORKS: THE ROLES OF MORAL EMOTIONS, CULTURE VALUES, AND SELF-CONSTRUAL IN INFORMATION PROCESSING

Wen Zhao

Doctor of Philosophy (PhD), Washington State University

01/2019

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https://hdl.handle.net/2376/116966

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Abstract

CORPORATE SOCIAL RESPONSIBILITY ADVERTISING

CROSS-CULTURAL

INFORMATION PROCESSING

MORAL EMOTIONS

SELF-CONSTRUAL

SOCIAL NETWORKS

The goal of this study was to examine the persuasive influences of moral emotions on younger consumers’ judgments and decision-making, and the roles of culture and self-construal in processing Corporate Social Responsibility (CSR) advertising. This study employed a between-subjects online experiment where American and Chinese participants viewed one of the two CSR advertisement designed with ego-focused (e.g., an ad-elicited anger emotion), and other-focused appeals (e.g., an ad-elicited guilt emotion). The results indicated that negative moral emotions had significant positive influences on attitudes toward the ads and purchase intention through peripheral route, for the negative affective responses showed simple cue effects on judgments without influencing validation of the thoughts. In addition, results revealed the interaction effects between guilt emotion and culture values (i.e., country) on attitudes. This study also examined the moderating role of self-construal in the relationship of guilt emotion and attitude formation.

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Title: A CROSS-CULTURAL EXAMINATION OF CORPORATE SOCIAL RESPONSIBILITY ADVERTISING WITHIN SOCIAL NETWORKS: THE ROLES OF MORAL EMOTIONS, CULTURE VALUES, AND SELF-CONSTRUAL IN INFORMATION PROCESSING
Creators: Wen Zhao
Contributors: ALEXIS TAN (Advisor)
YOON-JOO LEE (Committee Member)
JESSICA WILLOUGHBY (Committee Member)
Awarding Institution: Washington State University
Academic Unit: Edward R. Murrow College of Communication
Theses and Dissertations: Doctor of Philosophy (PhD), Washington State University
Number of pages: 88
Identifiers: 99900581503201842
Language: English
Resource Type: Dissertation