Amanda Belarmino, Renata Fernandes Guzzo (both Hospitality), and their co-author Elizabeth A. Whalen recently published the article "The impact of message framing on perceptions of controversial CSR in hotels" in the International Hospitality Review. The paper aims to understand how hospitality companies can best explain controversial corporate social responsibility (CSR) activities to consumers who may not agree with the CSR activity. This research explores message framing through emotional and cognitive appeals to influence consumer perceptions of the Gideon Bible in USA hotel rooms. It uses the theory of deontic justice to measure the impacts of messaging on consumer perceptions of the morality of the Gideon Bible as suicide prevention in hotels and its relation to controversial CSR initiatives.