Abstract: We develop an experiments to exam the effectiveness of CSR activities of companies with bad reputation. CSR activities improve a company’s image when consumers and the public attribute sincere motives, and may damage a company’s image when sincerity of motives is low or ambiguous. Variables affecting perceived sincerity include the benefit salience of the cause, the source through which consumers learn about CSR, High benefit salience of the cause hurts the company image especially when consumers learn about it from a company source.

摘要： 本文通过实验研究检验污点企业开展社会责任活动的有效性，结果发现：（1）公众对于企业开展社会责任活动的诚意动机感知度决定其对企业的评价。当公众认为企业的诚意动机高时，企业社会责任活动能够提升公司形象；反之，则会损害公司形象。（2）公众对企业的诚意动机感知度受企业与其社会责任活动支持的目标对象之间的利益关联显著性，以及企业社会责任活动信息来源的影响：当利益关联显著性高且信息来源于企业时，公众对企业的诚意动机感知度低，企业社会责任活动无法提升公司形象。