The Effect of Corporate Community Supporting Actions on Consumer Support For Nonprofits: the Role of Elevation and Empathy

Chunyan Xie, Stord/Haugesund University College, Norway
Richard P. Bagozzi, University of Michigan, USA
We investigate how corporate community supportive actions impact consumer support for nonprofits through moral elevation. Results showed that felt elevation mediates the impact of corporate community supportive actions on consumer support for nonprofits, after controlling the main effect of empathy on individual helping. Empathy further moderates the elicitation of elevation.
[ to cite ]:
Chunyan Xie and Richard P. Bagozzi (2015) ,"The Effect of Corporate Community Supporting Actions on Consumer Support For Nonprofits: the Role of Elevation and Empathy", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 814-814.