Can Social Responsibility Backfire? the Role of Intentions in Times of Corporate Crisis

Katie Kelting, University of Arkansas, USA
Adam Duhachek, University of Indiana, USA
Durairaj Maheswaran, New York University, USA
This research shows that when a firm states a socially-motivated (versus profit-driven) intention for decisions made prior to a corporate crisis, consumer perceptions of the firm are driven by thoughts about what the firm did wrong and what the firm could have done to prevent the crisis.
[ to cite ]:
Katie Kelting, Adam Duhachek, and Durairaj Maheswaran (2012) ,"Can Social Responsibility Backfire? the Role of Intentions in Times of Corporate Crisis", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 62-65.