Megaphoning Effects of Skepticism, Cynicism, and Situational Motivation on an Environmental CSR Activity

Authors

Myoung-Gi Chon, Louisiana State University, Baton RougeFollow
Young Kim, Marquette UniversityFollow

Document Type

Article

Publication Date

11-2021

Publisher

Elsevier

Source Publication

Public Relations Review

Source ISSN

0363-8111

Abstract

The purpose of this study was to examine how individuals’ skepticism and cynicism about an environmental corporate social responsibility (CSR) activity influence their positive and negative communication behaviors toward a corporation (megaphoning effects). The findings demonstrated the important mediating role of situational motivation in problem solving on a given environmental issue between skepticism/cynicism and megaphoning effects. Using a nationwide survey of 504 participants living in the United States, this study found that skepticism and cynicism increased the negative megaphoning effect and decreased positive megaphoning behaviors. Furthermore, skepticism/cynicism and megaphoning behaviors were partially mediated by situational motivation in problem solving. In particular, skeptics who were motivated to solve an environmental issue were less likely to take and forward negative information about a corporation in an environmental CSR activity. This study provides new theoretical and practical insights into CSR strategies that address skepticism and cynicism in publics and their resulting communicative behaviors.

Comments

Accepted version. Public Relations Review, Vol. 47, No. 4 (November 2021): 102082. DOI. © 2021 Elsevier. Used with permission.

Recommended Citation

Chon, Myoung-Gi and Kim, Young, "Megaphoning Effects of Skepticism, Cynicism, and Situational Motivation on an Environmental CSR Activity" (2021). College of Communication Faculty Research and Publications. 559.
https://epublications.marquette.edu/comm_fac/559