Consumer Reactions to Corporate Decisions to Outsource Labor Abroad

Silvia Grappi, University of Modena and Reggio Emilia, Italy
Simona Romani, Luiss Guido Carli, Italy
This paper analyzes consumer reactions in the form of word of mouth communication to positive, negative, and hybrid (i.e. both positive and negative at the same time) CSR information. We also examine the mediating role of emotions in explaining these reactions, while controlling for the moderating role of consumer ethnocentrism.
[ to cite ]:
Silvia Grappi and Simona Romani (2011) ,"Consumer Reactions to Corporate Decisions to Outsource Labor Abroad", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.