Does Ethical Orientation Matter? Determinants of Public Reaction to CSR Communication

Authors

Kyujin Shim, Singapore Management University
Myojung Chung, Nanyang Technological University
Young Kim, Marquette UniversityFollow

Document Type

Article

Language

eng

Publication Date

11-2017

Publisher

Elsevier

Source Publication

Public Relations Review

Source ISSN

0363-8111

Abstract

Employing an experiment study (N = 256), this study examines how individuals ethical orientation (deontology vs. consequentialism) and CSR message frame (normative vs. strategic) influence corporate hypocrisy perception and negative communication intentions toward a given company. Findings demonstrate that deontological ethical orientation and strategic CSR frame induce stronger corporate hypocrisy perception and negative communication intention than do consequential ethical orientation and normative CSR frame. In addition, deontological ethical orientation moderated the effects of CSR frames on negative communication intention toward the company. Implications for both public relations scholarship and practices are discussed.

Comments

Accepted version. Public Relations Review, Vol. 43, No. 4 (November 2017): 817-828. DOI. © 2017 Elsevier. Used with permission.

Recommended Citation

Shim, Kyujin; Chung, Myojung; and Kim, Young, "Does Ethical Orientation Matter? Determinants of Public Reaction to CSR Communication" (2017). College of Communication Faculty Research and Publications. 483.
https://epublications.marquette.edu/comm_fac/483