| Experimental Variables | Description of Variables | |
| Independent Variables | CSR-informational advertising | The advertising uses textual descriptions to publicize CSR efforts. |
| CSR-transformational advertising | The advertising highlights a single story to publicize CSR efforts. | |
| High-NFC individuals | The individuals repeatedly deliberate and analyze received messages and prefer solving complex problems; they are satisfied by rational thinking. | |
| Low-NFC individuals | The individuals are unlikely to repeatedly deliberate and analyze received messages and prefer simple problem-solving methods; they are satisfied by initiative thinking. | |
| Dependent Variables | Attitudes toward the ad (Aad) | The attitudes represented consumers’ overall reaction to advertising after receiving the advertising message. |
| Attitudes toward the brand (Ab) | The attitudes represented consumers’ overall impression of the product brand in the advertisement after receiving advertising messages. | |