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ERIC Number: ED159709
Record Type: RIE
Publication Date: 1978-Aug
Pages: 26
Abstractor: N/A
The Effects of Public Relations Messages about Corporate Social Responsibility.
Reeves, Byron; Ferguson-Dethorne, Mary Ann
To determine whether public relations messages generated from three different corporate social responsibility philosophies would have different effects on attitudes and behavioral intentions toward a corporation, 147 college students participated in an experiment. The three social responsibility philosophies were defined as: a "profit" concept, where a corporation seeks to maximize profits in order to promote economic efficiency and further the free market system; a "good citizen" concept, where a corporation is concerned with the groups with which it interacts and undertakes activities to promote public good; and a "leader" concept, where the emphasis is placed on the corporation's leadership role in solving social problems. The students read abstracts from a hypothetical annual report which described corporate activities representing one of the three social responsibility conditions. Next, they evaluated the company on nine dimensions--five relating to their attitudes toward the company and four asking about their behavior in relation to the company. The results indicated that the activities related to the "good citizen" concept were viewed most favorably. The "profit" concept was the lowest rated. A replication of the experiment with 14 public relations practitioners found essentially the same results. (Author/FL)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (61st, Seattle, Washington, August 13-16, 1978)