The current study reveals that a corporate statement on a controversial social issue is effective in changing an individual’s attitude toward the issue depending on how much the issue is relevant to the individual’s goals and/or if the corporate statement is supported by other corporations. Advocacy fit, corporate credibility, the bandwagon heuristic, and position advocated were varied in a fully crossed 2 × 2 × 2 × 2 experiment (N = 677). The relevance of the controversial social issue to each participant’s goals and values was also considered. Findings indicate that the fit of an issue mattered for attitude change when the issue was relevant to one’s goals. The number of corporations that agreed with the corporate statement affected attitude change when the issue was relevant to each participant’s goals and values. Corporate credibility did not have any significant effect on whether individuals changed their attitudes. Implications and directions for future research are discussed.

中文翻译：

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企业社会倡导如何影响对有争议的社会问题的态度转变

目前的研究表明，关于有争议的社会问题的公司声明在改变个人对该问题的态度方面是有效的，这取决于该问题与个人目标的相关程度和/或公司声明是否得到其他公司的支持。在一个完全交叉的 2 × 2 × 2 × 2 实验（N = 677）中，倡导适合度、企业信誉、潮流启发式和倡导的立场各不相同。还考虑了有争议的社会问题与每个参与者的目标和价值观的相关性。调查结果表明，当问题与个人目标相关时，问题的适合性对态度改变很重要。当问题与每个参与者的目标和价值观相关时，同意公司声明的公司数量会影响态度转变。企业信誉对个人是否改变态度没有任何显着影响。讨论了未来研究的意义和方向。