|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|121983||2018||10 صفحه PDF||سفارش دهید||6350 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Public Relations Review, Available online 13 February 2018
This study explores the cognitive effects of emotional visuals and companyâcause fit in CSR communication. We conducted a 2 (valence of visuals: positive vs. negative)â¯Ãâ¯2 (companyâcause fit: high vs. low) within-subjects experiment to examine the effects of valence and companyâcause fit on participantsâ memory of CSR information, measured by recognition sensitivity and cued recall of company information in CSR messages addressing three different CSR issues. Results showed that negative emotional visuals were more effective than positive emotional visuals. Companyâcause fit also played a significant role, but its effect depended on the level of cognitive effects aimed for. We discuss the theoretical and practical implications.