Sending warmth with corporate social responsibility communication: Leveraging consumers’ need to belong

Restaurant companies have actively communicated their prosocial endeavors, given the ever-increasing call for corporate social responsibility (CSR). This research delineates how the consumers' responses to brand logos and technology-focused messages in CSR communications are shaped by their need to belong. Study 1 shows that consumers with high belongingness needs evaluate a restaurant more favorably when a round (vs. angular) logo is included in its CSR communication, whereas such a tendency dissipates among consumers with low belongingness needs. Study 2 indicates that consumers with low belongingness needs evaluate a restaurant more favorably when technology is de-emphasized (vs. emphasized) in its CSR communication. However, their counterparts with high belongingness needs assess restaurants similarly, regardless of technology information. Perceived warmth of restaurants is a psychological mechanism underlying both studies’ findings. These findings have theoretical and practical implications.