Abstract:

 Based on the theory of Dual-attitude, Expectation and Attribution, this paper studied the different dynamic effects of charity and sponsorship on consumer’s attitude, both of which belong to corporate responsibility behavior. We verified that the positive implicit attitude and explicit attitude which aroused from corporation responsibility behaviors coexisted, the former was higher than the latter, and “charity” was higher than “sponsorship” by a 2*2 experiment. It also proved that implicit attitude was more resistant to negative information than explicit attitude and the negative instant effect of charity was reported faster by a 2*2*2 experiment. However, the evaluation on charity recovered better by long-see, proposing that the implicit attitude was a better predictor of long-term effect of corporate responsibility behavior.

Key words: Corporate Social Responsibility, Charity, Sponsorship, Dual Attitudes