Purpose: The purpose of this paper is to explore the corporate social responsibility (CSR) paradox, when a social campaign hurts the sponsoring brand even while raising concern for the campaign issue. Design/methodology/approach: A between-subjects experiment tested the effects of regulatory...

Purpose: This paper aims to show how environment-related worldview beliefs, in addition to specific persuasion knowledge, can influence how a consumer responds to ads about corporate social responsibility (CSR) projects. Design/methodology/approach: Two experiments manipulated ad copy and...