方法与回避:在反网络欺凌企业社会责任运动中对虚伪诱导的自我监管视角
1School of Journalism and Advertising, College of Arts and Media, Southern Illinois University, 1100 Lincoln Drive, Carbondale, IL 62901 USA.
概括
诱导虚伪可以影响对反网络欺凌运动的支持. 消费者的反应取决于他们的监管重点,导致内或耻辱,这影响了他们支持企业社会责任 (CSR) 倡议的意愿.
科学领域:
- 消费者心理学 消费者心理学
- 社交营销是社会营销.
- 道德规范理论道德规范理论
背景情况:
- 网络欺凌是一个日益关注的问题,干预效果有限.
- 品牌寻求有效的企业社会责任 (CSR) 策略,以打击网络欺凌.
- 伪善诱导是一种心理技术,以使行为与价值观保持一致.
研究的目的:
- 调查伪善诱导在促进支持反网络欺凌企业社会责任运动方面的有效性.
- 探索监管重点,内和羞耻感在消费者反应中的作用.
- 应用道德规范理论来理解消费者对社会事业的说服力.
主要方法:
- 利用虚伪诱导作为一个实验技术.
- 根据监管重点 (促进与预防) 来衡量消费者反应.
- 分析了内和羞耻感的调解作用.
主要成果:
- 诱导虚伪会引起不同的消费者反应,这取决于监管的重点.
- 专注于推广的消费者会感到内,增加竞选支持.
- 专注于预防的消费者会感到羞耻,这可能会减少竞选支持.
结论:
- 道德调节理论解释了虚伪诱导如何影响对企业社会责任运动的支持.
- 监管的重点调节了消费者的反应,以内和羞耻为媒介.
- 品牌可以战略性地使用虚伪诱导来增强消费者对社会事业的参与.
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