Examining consumer attitudes toward CSR and CSA messages

This study conducts a 2 (message type: CSR vs. CSA) x 2 (source: company vs. nonprofit organization) factorial online experiment to examine impacts on individuals’ attitude changes and WOM intention regarding a company. Values-driven attributions and perceptions of company-cause fit were measured as mediating variables. Results indicate that individuals inferred more values-driven motives from CSR messages than CSA messages, which ultimately led to more positive attitude changes toward the company. Theoretical implications for both CSR and CSA scholarship are discussed. Several implications for companies and strategic communicators are offered.