Randomized trial examines how CSR associations influence perceived motives, with skepticism affecting outcomes.
Key Points
This research explores how CSR associations of sin industries impact public attribution of motives and the role of skepticism in moderating this relationship.
Between-subject design comparing negative vs. positive CSR associations
Data collected from an online survey with 88 participants
Analysis of results focusing on public motive attribution and stakeholder orientation
Negative CSR associations significantly increase public interest in altruistic motives compared to positive associations
Individuals with high skepticism show a stronger stakeholder orientation towards negative CSR associations than positive ones
Conversely, those with low skepticism exhibit a higher stakeholder orientation towards positive CSR associations over negative ones