ABSTRACT Awareness of persuasive intent often results in resistance to persuasion. In this study, we investigated conditions under which explicit persuasive intent may not cause resistance to persuasion in CSR message strategies. Specifically, we examined the interplay between persuasive intent and regulatory-framed CSR messages in a marketing communication context. We found that the negative effect of explicit persuasive intent is less pronounced in promotion-focused messages than in prevention-focused CSR messages. Additionally, our mediation analyses further illustrated the persuasion resistance mechanism by showing that the interaction effects of persuasive intent and regulatory focus are serially mediated by the perceived manipulativeness of the CSR message and the brand trustworthiness.

中文翻译：

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抵制说服力：探索有关消费者评估的CSR信息策略

摘要具有说服力的意图的意识通常会导致对说服力的抵制。在这项研究中，我们调查了在明确的说服意图可能不会对CSR信息策略中的说服产生抵抗的情况下。具体来说，我们研究了在营销传播环境中说服意图与规章制度性CSR消息之间的相互作用。我们发现，在以促销为重点的消息中，明显的说服意图的负面影响要比在以预防为重点的企业社会责任消息中明显。此外，我们的中介分析还通过说明说服意图与监管重点的交互作用是由CSR消息的感知操纵性和品牌可信度连续介导的，从而进一步说明了说服抗性机制。