CSR-company fit in the sin industry: addressing negative contributions, NFC, and perceived motives

ABSTRACTGuided by the persuasion knowledge model, this study investigated how the fit between corporate social responsibility (CSR) and a sin company that makes negative societal contributions influences consumers' responses. Specifically, using a sample of 234 Koreans, it examined whether individual differences in need for cognition (NFC) moderate CSR-company fit and how such NFC-moderated fit affects consumers' responses through two distinct perceived motives (i.e. public-serving motive, self-serving motive). The analysis showed that NFC moderated the fit's influence on perceived public-serving motives, perceived self-serving motives, and attitudes toward CSR. It also indicated that the NFC-moderated fit indirectly impacted attitudes toward CSR and positive word-of-mouth intentions via perceived public-serving motives.KEYWORDS: CSRfitNFCperceived public-serving motiveperceived self-serving motivetobacco Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by Yonsei University Research Fund of 2021 [grant number #2021-22-0312]; National Research Foundation of Korea (NRF) grant funded by the Korea government (MSIT) [grant number No.2021R1G1A1012083].Notes on contributorsJarim KimJarim Kim is an associate professor in the department of communication at Yonsei University, Seoul, South Korea. She received her M.A. from Purdue University and her Ph.D. from the University of Maryland, College Park. Her research interests include public relations, strategic communication, persuasion, and health and risk communication.