The Csr Surprise Effect: When Unexpected Csr Activity Enhances Brand Evaluations

Ali Tezer, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
This research shows that unexpected CSR activities that deviate from consumers’ schema regarding brands’ CSR activities improve brand evaluations when the CSR fit is high. The positive effect of unexpected CSR activities is cognition-based, and increases brand evaluations of consumers who are not involved with brands’ CSR activities.
[ to cite ]:
Ali Tezer, H. Onur Bodur, and Bianca Grohmann (2014) ,"The Csr Surprise Effect: When Unexpected Csr Activity Enhances Brand Evaluations", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 704-705.