Corporate Social Responsibility In Advertising: Understanding CSR And Consumer Equity Through Eye Tracking Research And Purchasing Intentions

This research study examines the impact of Corporate Social Responsibility (CSR) on the millennial perception of advertising through an eye-tracking study of different initiatives in advertisements. Initiatives include short and long term causes, allowing a better understanding of the study of the brand, and what resonates in consumer’s minds. By considering the relationship between the CSR type and consumer equity along with purchase behavior, the consumer processing method is understood more thoroughly. The specific areas explored include CSR in advertising, visual communication, psychophysiology, the Theory of Planned Behavior, and eye tracking. Two significant questions were addressed: (1) whether CSR initiatives affect the overall favorability of a brand or message, and (2) if institutional CSR initiatives strike consumers more or less so than promotional efforts. This study suggests that CSR can be a vital aspect of a brands identity. Results show that a positive affinity for CSR does exist, however, does not explicitly conclude significance to the CSR type. Inferences made suggest that a brand’s overall establishment could be more vital to a company’s success when promoting CSR. Using CSR as a marketing tool could lead to many future studies, as it becomes a more significant business practice and selling point.