پیوستن به مصرف کنندگان جهانی از طریق ابتکارات مسئولیت اجتماعی شرکت ها: تحقیق متقابل فرهنگی از اثرات همبستگی استنباط و سبک های ارتباطی

This study proposes that consumers' attribution styles influence how they respond to corporate social responsibility (CSR) messages. The current study employs a cross-cultural experiment to examine the interplay of consumer attribution styles and message types on the outcome of CSR communication, and reveals a significant interaction between attribution style and CSR message. Individuals with a dispositional attribution style responded more favorably to evidence-based CSR messages than to belief-based messages, while those with a situational attribution style responded more favorably to belief-based messages than to evidence-based messages. This study extends cross-cultural research into the area of CSR communication and offers practical guidelines for international marketers and corporations on how to communicate their CSR involvement to global consumers.