February 23, 2022 3:30pm-4:30pm | My World vs. the World – An Emotion Regulation Perspective of Corporate Social Responsibility Message Credibility
Posted in: Work in Progress
My World vs. the World – An Emotion Regulation Perspective of Corporate Social Responsibility Message Credibility
Date: February 23, 2022
Time: 3:30pm-4:30pm
Manveer Mann, Department of Marketing, MSU
Zoom Link: https://zoom.us/j/7905968690?pwd=ZE02TGJhbTNPWkEyTE1mdGdqbXdWUT09
Abstract: Emotions impact judgment. However, we have limited understanding of how underlying emotional regulatory processes can be leveraged to improve effectiveness of corporate social responsibility messages. Informed by the emotion regulatory framework, this study shows that for psychologically proximal stimuli scope of attention impacts affective response such that more positive emotions are experienced when scope of attention is global (vs. local). However, this relationship does not hold for psychologically distant stimuli. In the case of psychologically distant stimuli, vividness of the message impacts perceived emotions. Additionally, the nature of evidence (statistics vs. anecdotal/identifiable victim stories) does not impact perceived emotions when controlled for vividness. Lastly, perceived emotions influence credibility of the message.
