Which CSR message most appeals to you? The role of message framing, psychological ownership, perceived responsibility and customer altruistic values

COVID-19 has led the hospitality industry to increase focus on the role of corporate social responsibility (CSR) messages that can increase positive brand behaviors. Thus, Study 1 examines the effects of CSR message and customer altruism using a 2 (CSR message: cause promotion vs. advocacy advertising) × 2 (Customer altruistic values: high vs. low) between-subjects experimental design. Building upon Study 1′s findings, Study 2 investigates the effect of psychological ownership and the mediating role of perceived responsibility using a 2 (CSR message: psychological ownership vs. cause promotion) × 2 (Customer altruistic values: high vs. low) between subjects’ experiment. Results show the interaction effect of altruistic value and the moderated mediation effect of perceived responsibility, contributing to the gaps surrounding CSR messages as well as providing implications for hospitality businesses to optimize the application of CSR messages. • Understanding the role of corporate social responsibility (CSR) messages during crises is more important than ever. • The research examines the effects of CSR message framing: cause promotion, advocacy framing, and psychological ownership. • High altruists' intention to support and PWOM do not significantly differ by the types of CSR message (cause vs. advocacy). • However, they tend to purchase the brand when advocacy advertising message is presented. • Psychological ownership message framing positively influences purchase intention, CCB and stewardship. • Particularly, it significantly increases perceived responsibility for low altruists.