Effects of emotional visuals and company-cause fit on memory of CSR information

This study explores the cognitive effects of emotional visuals and company-cause fit in CSR communication. We conducted a 2 (valence of visuals: positive vs. negative) x 2 (company-cause fit: high vs. low) within-subjects experiment to examine the effects of valence and company-cause fit on participants' memory of CSR information, measured by recognition sensitivity and cued recall of company information in CSR messages addressing three different CSR issues. Results showed that negative emotional visuals were more effective than positive emotional visuals. Company-cause fit also played a significant role, but its effect depended on the level of cognitive effects aimed for. We discuss the theoretical and practical implications.