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Guided by the persuasion knowledge model, this study investigated how the fit between corporate social responsibility (CSR) and a sin company that makes negative societal contributions influences consumers’ responses. Specifically, using a sample of 234 Koreans, it examined whether individual differences in need for cognition (NFC) moderate CSR-company fit and how such NFC-moderated fit affects consumers’ responses through two distinct perceived motives (i.e. public-serving motive, self-serving motive). The analysis showed that NFC moderated the fit’s influence on perceived public-serving motives, perceived self-serving motives, and attitudes toward CSR. It also indicated that the NFC-moderated fit indirectly impacted attitudes toward CSR and positive word-of-mouth intentions via perceived public-serving motives.

CSR-company fit in the sin industry: addressing negative contributions, NFC, and perceived motives