The purpose of this study was to examine how individuals’ skepticism and cynicism about an environmental corporate social responsibility (CSR) activity influence their positive and negative communication behaviors toward a corporation (megaphoning effects). The findings demonstrated the important mediating role of situational motivation in problem solving on a given environmental issue between skepticism/cynicism and megaphoning effects. Using a nationwide survey of 504 participants living in the United States, this study found that skepticism and cynicism increased the negative megaphoning effect and decreased positive megaphoning behaviors. Furthermore, skepticism/cynicism and megaphoning behaviors were partially mediated by situational motivation in problem solving. In particular, skeptics who were motivated to solve an environmental issue were less likely to take and forward negative information about a corporation in an environmental CSR activity. This study provides new theoretical and practical insights into CSR strategies that address skepticism and cynicism in publics and their resulting communicative behaviors.

本研究的目的是检验个人对环境企业社会责任 (CSR) 活动的怀疑和愤世嫉俗如何影响他们对公司的积极和消极沟通行为（扩音器效应）。研究结果表明，情境动机在怀疑/愤世嫉俗和扩音效果之间在解决给定环境问题中的重要中介作用。本研究对居住在美国的 504 名参与者进行了全国性调查，发现怀疑和愤世嫉俗会增加负面扩音效果并减少正面扩音行为。此外，怀疑/愤世嫉俗和扩音行为部分是由解决问题的情境动机介导的。特别是，积极解决环境问题的怀疑论者不太可能在环境 CSR 活动中获取和转发有关公司的负面信息。本研究为解决公众的怀疑和愤世嫉俗的企业社会责任战略及其由此产生的交流行为提供了新的理论和实践见解。