The impact of prevention versus promotion hope on CSR activities

In order to benefit from CSR (corporate social responsibility) activities, companies need to adopt appropriate advertising strategies that can positively influence consumers’ purchase decisions while generating favorable attitudes toward the company. Advertising certain products or services triggers the feeling of hope and creates specific goals that consumers aim to achieve. In this study, we distinguish between two types of hope—promotion hope versus prevention hope, and examine their impact in the context of CSR. Results from an experimental study reveal that the impact of CSR activities on consumer attitudes and behavioral intentions depends on the type of hope. When the ad portrayed a message inducing prevention hope, an altruistic CSR activity was more effective than a strategic CSR activity. Conversely, the impact of the two CSR activities did not differ in the promotion ad context.

► Firms need to develop strategic CSR ads that positively influence consumer attitudes and decisions.
► Advertising certain products or services triggers the feeling of hope and creates specific goals.
► In this study, we distinguish between two types of hope—promotion hope versus prevention hope.
► Their impact in the context of CSR is examined.
► We conclude that the impact of CSR activities depends on the type of hope.