This thesis examines the persuasive effectiveness of corporate social responsibility (CSR) campaigns, with a focus on the role of admiration and disdain in shaping individuals' attitudes and behavior. Through a comprehensive literature review, surveys, and experimental studies, the research explores the multiple roles that admiration and disdain can play in influencing consumers' perceptions of CSR campaigns and their willingness to engage in the received CSR messages. To investigate the impact of admiration and disdain on consumer attitudes and behavior, a 2 x 2 x 2 between-subjects factorial experimental design was employed. Drawing on the multiple appraisal theory, the study aimed to predict and demonstrate the impact of evoking distinct emotions, specifically admiration and disdain, before presenting a persuasive message, and how this can shape evaluative judgments through diverse psychological mechanisms. This research contributes to a better understanding of how companies can design and communicate their CSR campaigns to maximize their persuasive impact and engage individuals more effectively regarding the message.