了解对企业激进主义的反应:两极分化的调节作用
Luiza Braga1, Amir Grinstein2,3, Matheus Tardin1
1FGV EAESP, Department of Marketing, Sao Paulo, 01313-902, Brazil.
PNAS nexus
|October 16, 2024
概括
企业行动主义 (CA) 在两极分化的社会中对公司的业绩产生了微小的积极影响. 倾向于自由的CA通常会得到更好的回应,尽管观众的调整显著增加了保守的反应.
科学领域:
- 商业战略 商业战略
- 社会学 社会学 社会学
- 营销 营销 营销 营销 营销 营销
背景情况:
- 公司越来越多地参与社会政治问题上的企业活动 (CA).
- 由于研究结果不一致,CA对公司业绩,声誉和公众态度的影响仍然存在争议.
- 了解缓和因素,特别是与社会两极分化相关的因素,对于评估CA的有效性至关重要.
研究的目的:
- 以元分析的方式检查企业活动主义对各种结果的影响.
- 调查主持人的作用,包括问题的政治倾向,争议,观众的政治取向和人口统计数据.
- 综合现有的CA研究在两极化社会的背景下.
主要方法:
- 对72个学术作品进行了元分析.
- 研究了CA对参与度,认知/态度反应,公共意图/行动,情绪反应和工作场所感知的影响.
- 分析了主持人,例如问题倾向,争议,受众导向,人口统计和国家文化.
主要成果:
- 发现CA的小积极整体效应大小 (0.085),对认知/态度和情绪反应的影响最大.
- 自由倾向的CA通常会引起比保守的CA更有利的反应.
- 观众与CA的政治一致性显著增加了积极的反应,特别是在保守派中;年轻的观众更容易接受CA.
结论:
- 企业活动主义具有适度的积极影响,特别是在观众的感知和情绪上.
- CA的政治倾向和观众的方向是其接待的关键调节者.
- 像权力距离,个人主义和避免不确定性这样的文化维度也影响了CA的有效性.
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