Courageous Role Model or Threatening Villain : A Parallel Mediation Model of Corporate and Citizen Activism
By engaging in corporate sociopolitical activism, some companies aim to convince consumers to become more politically active themselves. This research develops and tests a framework that reveals that corporate sociopolitical activism can indeed elicit such behaviors but runs the risk of simultaneously inciting backlash from consumers that subsequently work against the company’s envisioned political ends. More specifically, whereas politically congruent consumers perceive a company’s activist statements to be morally courageous and are thus inspired to support the company’s stance, politically incongruent consumers feel threatened by the company’s activism and protect their own political identity by showing antagonistic behaviors. Companies may succeed in increasing moral courage attributions without simultaneously affecting consumers’ political identity threat by acting as first-movers in their activism. Two experimental studies, including an analysis of 30 real cases of corporate sociopolitical activism, lend support for the hypothesized framework. The results provide several implications for academic research as well as for corporate decision-makers
Year of publication: |
2022
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Authors: | Appels, Moritz ; Edinger-Schons, Laura ; Korschun, Daniel ; Roman Almanzar, Arlette Danielle |
Publisher: |
[S.l.] : SSRN |
Saved in:
freely available
Extent: | 1 Online-Ressource (48 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments October 17, 2022 erstellt |
Other identifiers: | 10.2139/ssrn.4250437 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014243315
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