Causes At the Checkout: the Role of Temporal Construal in Consumer Reactions to Corporate Social Responsibility

Reetika Gupta, Lehigh University, USA
Sankar Sen, Baruch College, CUNY, USA
In a recent marketplace poll (Cone 2007), 87% of consumers said that they are likely to switch from one brand to another if the other brand is associated with a good cause. However, whether or not CSR products have an advantage at the checkout continues to remain in doubt. This research suggests that while consumers react favorably to abstract, aspirational aspects of a product such as its CSR record when considering purchases in the distant or unspecified future (e.g., marketplace polls), the influence of such information on purchases is more muted in the near future (e.g., point of purchase).
[ to cite ]:
Reetika Gupta and Sankar Sen (2010) ,"Causes At the Checkout: the Role of Temporal Construal in Consumer Reactions to Corporate Social Responsibility", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 526-526 .