CSR MESSAGES

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RESPONDENT'S LEVEL OF AD SCEPTICISM

CONSUMERS EXPECT THAT THEIR FAVOURITE BRANDS

WHAT ARE FIRM'S DOING ABOUT IT?

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GUIDING QUESTIONS

• What makes consumers sceptical?
• What characteristics are thought to make up a successful 
• CSR advertisement?
• Were these characteristics found to overcome scepticism?

"To the extent that one is scpetical, one is more likely to examine the claim made in a sceptical way, and not accept it at face value."

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WHERE'S THE GAP?

• Much literature surrounding the antecedents of scepticism in advertising
• Some application of scepticism in corporate social advertisi
• No link made between scepticim and CSR advertising
• No link made between scepticism, CSR adv and purchase intention 

Can CSR advertising help to inhibit consumer scepticism,

CONCEPTUAL MODEL

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HYPOTHESES

• H3: An increase in the perceived corporate motive will induce decreased sce
• towards the brand (H3a) and the CSR advertisement (H3b) 
• Lower levels of scepticism towards the CSR advertisement (H4a)
• and the brand (H4b) will increase purchase intention

THANK MEW

ANY QUESTIONS?

REFERENCES

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