Attribute framing in CSR communication: Doing good and spreading the word – But how?

In two experiments, we investigated the effects of positive and negative attribute framing in corporate social responsibility (CSR) communication on consumer attitudes toward firm purchase intentions. Study 1 shows a main effect positively framed CSR with perceived hypocrisy associations as mediators. This tends to be stronger for products that consumers can evaluate more (as compared less) easily. 2 replicates finds concrete vague) arguments. combination, findings provide new insights into how affects reactions, additionally demonstrating product type message specificity boundary conditions.