The influence of issue attitude, value involvement and consumer-company identification on consumers’ reactions to corporate social advocacy: a moderated mediation through cognitive dissonance

Abstract

Purpose

Employing cognitive dissonance theory, this study examines how consumers’ preexisting attitudes toward an issue, value involvement with the issue and consumer-company identification (CCI) influence their reactions to corporate social advocacy (CSA) through cognitive dissonance.

Design/methodology/approach

Study 1 conducted a 2 (CSA position: pro vs anti) × 3 (preexisting issue attitude: pro vs neutral vs anti) online quasi-experiment. The CSA messages were created in the context of same-sex marriage(s). Study 2 tested the hypotheses using an online survey in the context of gun control.

Findings

The results indicated that a conflict between consumers’ preexisting attitudes and a corporation’s stance on a controversial issue led to cognitive dissonance, which further led to consumers’ perceptions of the corporation being biased in both studies. Study 1 and Study 2 suggested a mixed effect of cognitive dissonance on participants’ inclination to disidentify with the corporation. Preexisting CCI appeared to have a direct negative influence on cognitive dissonance; however, value involvement and preexisting CCI were not found to significantly enhance the influence of consumers’ attitudes toward CSA on cognitive dissonance.

Originality/value

The study first extended the theoretical discussion of cognitive dissonance to a trendy strategic communication context. The results help public relations practitioners to better understand the segmented public groups and the risk of taking a stance on controversial issues.

Citation

Zhang, X. and Zhou, Z. (2023), "The influence of issue attitude, value involvement and consumer-company identification on consumers’ reactions to corporate social advocacy: a moderated mediation through cognitive dissonance", Journal of Communication Management, Vol. 27 No. 4, pp. 451-470. https://doi.org/10.1108/JCOM-05-2022-0053