Advertising a Firm’s Emotions: Appraisal Theory and Messages of Corporate Social Responsibility


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Set against the backdrop of advertising corporate social responsibility, the results of these three experiments demonstrate how the emotion a firm conveys in their advertising is differentially effective as a function of other message elements contained in the advertisement. More specifically, we find that when there is a strong match between the underlying appraisal dimension elicited by the emotion conveyed in the advertisement, and the other message elements in terms of their relation to that dimension, evaluations are enhanced. We focus our research around two emotions commonly linked with CSR activities – pride and hope.


Advertising and Promotion Management | Film and Media Studies | Marketing

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