Multinational corporations (MNCs) are increasingly engaging in corporate sociopolitical activism (CSA) on geopolitical disputes, which may elicit animosity among misaligned consumers in a host country. Building on signaling theory, the authors suggest MNCs use language strategies to mitigate consumer animosity. Across four experimental studies, the authors demonstrate that in the context of CSA, MNCs can use rationalized (vs. evasive) language to mitigate host-country consumer animosity, as consumers perceive MNCs to be more authentic. However, the mitigating effect of rationalized (vs. evasive) language is significant only when MNCs respond quickly. The framework and findings contribute to the literature on CSA and provide practical implications for corporations using language to manage CSA.
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