Exploring the role of self-transcendent media experiences in corporate social advocacy (2021)

Consumer reaction toward corporate social advocacy (CSA) stances can often be swift and visceral. These reactions
may be due to messages evoking emotions that are self-transcendent—bigger than the individual and
bigger than the company or its products or services. However, no research to date has examined the nature of
self-transcendent emotions in CSA messages. Through a content analysis of CSA messages (n = 352), this
exploratory study examined characteristics of CSA messages to understand the nature and prevalence of selftranscendent
emotional elicitors within company CSA stances—as manifested in both written statements and
video messages—which are typically the two mediums that companies use to communicate their CSA stances.
Results indicate that most CSA messages do contain transcendent emotional elicitors with appreciation for
beauty and excellence being the most prevalent. This study holds implications for research and practice at the
intersection of public relations and media psychology.