The Effects of Self-Construal and Moral Identity on Company Evaluations: the Moderating Roles of Social and Personal Relevance of Corporate Social Responsibility Activities

Elif Isikman, University of Southern California, USA
Zeynep Gurhan-Canli, Koc University, Turkey
Vanitha Swaminathan, University of Pittsburgh, USA
In this research, we examine the effects of self-construal and moral identity on company evaluations as a function of social and personal relevance of CSR activities. In a set of two studies, we find that when self construal is independent (vs. interdependent), company evaluations do not vary as a function of social (vs. personal) relevance of the CSR activity. In contrast, when self-construal is independent (vs. interdependent), high personal (vs. social) relevance of CSR activity, leads to more favorable company evaluations. In a third study, we demonstrate that social relevance interacts with symbolization dimension of moral identity to predict company evaluations.
[ to cite ]:
Elif Isikman, Zeynep Gurhan-Canli, and Vanitha Swaminathan (2010) ,"The Effects of Self-Construal and Moral Identity on Company Evaluations: the Moderating Roles of Social and Personal Relevance of Corporate Social Responsibility Activities ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 818-820 .