Corporate social responsibility (CSR) communications often encounter consumer distrust; yet research is scant on how consumers’ personal traits may impact trust in CSR communications. Based on the elaboration likelihood model, this study aims to examine how four personal antecedents associated with involvement in pro-social issues influence CSR public relations (PR) message believability.
An online survey with a U.S. national sample of 468 consumers was used to measure the four antecedents and the perceived believability and attitude regarding 20 CSR PR messages collected from selected Fortune 500 companies. Data were analyzed through structural equation modeling.
Consumers’ self-efficacy, volunteerism and moral obligation positively influenced and need for sensation-seeking negatively influenced their believability of companies’ CSR PR messages, which in turn positively influenced attitudes toward PR messages and companies.
Companies should highlight self-efficacy, volunteerism and moral obligation while avoiding risky sensation-seeking content in PR communications to build trust that resonates with consumers highly involved with CSR.
Effectively timing CSR PR messages as to when to convey power and resourcefulness (i.e. self-e ficacy), altruism (i.e. volunteerism), and dutifulness (i.e. moral obligation) and when to avoid words conveying risk and hazard (i.e. need for sensation seeking) can enhance consumer responses to company CSR PR.
Findings indicate the importance of customizing CSR messages according to consumers’ personal characteristics to ensure message believability and evoke favorable attitudes toward the message and the company.
