“Will You Join Us?” Use of the Partake-in-Our-Cause (PIOC) Message in Light of Negative News

Joon Soo Lim, Sung Un Yang, Angie Chung

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

This study examines the effects of a partake-in-our-cause (PIOC) message in CSR communication on reducing negative evaluations for a company experiencing negative news. In Experiment 1, we tested the effects of PIOC on individuals’ attention to the message, cognitive responses, and company evaluations. Results show that participants exposed to a PIOC message demonstrate fewer negative company-related thoughts and more positive company evaluations than participants exposed to a non-PIOC message. Experiment 2 was conducted to corroborate the results in an international setting and in comparison with the deliberate silence strategy. Results show that a PIOC message condition induced more positive company evaluations, while also reducing negative cognitive responses relative to a non-PIOC message and a nonresponse condition.

Original languageEnglish (US)
Pages (from-to)44-61
Number of pages18
JournalInternational Journal of Strategic Communication
Volume9
Issue number1
DOIs
StatePublished - Jan 2 2015

ASJC Scopus subject areas

  • Communication
  • Sociology and Political Science

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