Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.
Please use this search form to:
- First or Secondary Author: Click on "person," click on your name, and "search." Then use the bottom scroll bar to slide to the right until you see the search button. Scroll down this screen to see the result of the search!
- Search by Date/Time
- Search by Keywords
- Search by Submission Type (Full Paper or Special Topics)
To see the full agenda, leave all drop-downs blank, and simply click on "Search." Please note that there are some options you may select once you have searched. (Please do not be confused about something that looks like "1.1 Digital Advertising" as this is simply a title of a group of sessions.
Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.
7.1d The Message Strategy for Green Corporate Social Responsibility Communication: Flattery Effects on a Hotel's Green CSR Message
Abstract
Considering a unique characteristic of a hotel’s green corporate social responsibility (CSR) practice that hotels need guests’ behavioral support such as recycling or reusing towels, it is critical for them to develop a strong persuasive CSR message. On the foundation of self-enhancement theory, this study investigated if flattery, a well-applied strategy in the sales context, could be a powerful persuasive tool to facilitate guests’ green behaviors at a hotel. Results showed that people who read a flattery green message showed significantly higher intentions to reuse towels while staying at a hotel and perceived a hotel’s CSR motive as public-serving compared to those who received a message without flattery. Also, a significant mediating effect of a perceived CSR motive on the relationship between a flattery message and intentions to reuse towel was found. This study advances CSR communication and consumer research in the hospitality field and also, provides an empirical message strategy for practitioners to maximize the success of their green CSR activities.
First & Corresponding Author
Eun Yeon Kang, Kutztown University of Pennsylvania
Authors in the order to be printed.
Eun Yeon Kang, Kutztown University of Pennsylvania; Lucy Atkinson, University of Texas