Self and Social Signaling Explanations For Consumption of Csr-Associated Products

Aronte Bennett, New York University
Amitav Chakravarti, New York University
Consumers frequently encounter products that have a corporate social responsibility (CSR) association. While the drivers of general charitable behavior are reasonably well understood, less is known about the motivations that underlie decisions to purchase a CSR-associated product. Across several experiments we find that consumers like CSR-associated products for two distinct reasons. First, consumers like the fact that these products send out social signals. Second, we also find that there is a more private, self-signaling potential associated with the purchase of these products, which positively influences consumer self-perceptions even when a strong social signal is absent.
[ to cite ]:
Aronte Bennett and Amitav Chakravarti (2008) ,"Self and Social Signaling Explanations For Consumption of Csr-Associated Products", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1010-1010.