Fong, I. W. Y. & Kim, S. (2023). Consumer rewarding mechanism in global corporate activism: An experiment using the Russia-Ukraine War. Public Relations Review, 49(5), 102381.

How do consumers select companies for support (buycott or encourage others to buycott) amid widespread corporate activism?

• Information cues signaling proactiveness and commitment significantly influence public perceptions of corporate motives and subsequent reward intentions (buycott or encourage others to buycott)
• To motivate publics to reward companies in a large-scale corporate activism:

1. 1. 1. 1. Reduce egoistic motive or boost value-driven motive attribution
         2. Strategic motive attribution may not be a decisive driver
         3. Publics reward companies that respond to stakeholder requests when exhibiting high commitment, but proactive actions may greatly diminish this benefit