The Impact of Corporate Communication on Consumer Psychology and Product Choice

ABSTRACT This research investigates the influence of corporate ability (CA) and social responsibility (CSR) on consumers' product choices through three experimental studies. In Experiment 1, using a real company as the experimental stimulus with 134 participants, we found that for utilitarian products, CA messages had a more substantial influence on purchase intention compared to CSR messages. Experiment 2, employing a fictitious company and products with 142 participants, uncovered significant mediation effects of product trust and product pleasure on the relationship between corporate messages (CA and CSR) and purchase intention for both utilitarian and hedonic products. Experiment 3, with 268 participants, substantiated that product involvement significantly moderates the influence of corporate messages (CA and CSR) on purchase intention for both utilitarian and hedonic products. The findings reveal that CA messages have stronger effects on the purchase of utilitarian products, whereas CSR messages are more effective for hedonic products. Trust significantly mediates the relationship between CA and the purchase of utilitarian products, while pleasure mediates the relationship between CSR and the purchase of hedonic products. Additionally, product involvement significantly moderates these effects. This study uniquely addresses the distinct impacts of CA and CSR on consumer choices, offering valuable insights for corporate communication strategies. The results provide practical implications for marketers, suggesting tailored communication strategies based on product type and consumer involvement.