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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

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6.2d Vertical Individualism as a Motivating Factor in Perceiving CSR Advertising for East Asian Market

Saturday, March 30, 2019 at 2:00 PM–3:30 PM CDT
2-Normandy B

This study examines if vertical individualism can function as a motivating factor among Chinese and Korean consumers in supporting CSR initiatives. The finding suggests that CSR initiatives can be utilized as a tool appealing to vertical individualism.  However, VI was an important motivator only among males and older age group in attitude toward CSR ads and purchase intention in Korea. In China, IV is a crucial factor to trigger a positive attitude and strong purchase intention toward CSR ads among young females. In general, the finding implies that among Chinese and Korean consumers, status seeking motives relevant to VI are particularly perceived to be achieved toward CSR initiatives among older age group of males. Theoretical and managerial implications are further discussed.

First & Corresponding Author

Yoon-Joo Lee, Washington State University
Authors in the order to be printed.

Yoon-Joo Lee, Washington State University; Huan Chen, University of Florida; Ruowen Wang, University of Florida

Additional Authors

Huan Chen, University of Florida
Ruowen Wang, University of Florida