An Induction-Deduction Model of Consumer Inference: Implications For Selecting Optimal Csr Strategy

Haiyang Yang, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
We propose a theoretical model elucidating how consumers make inferences from firms’ CSR behaviors. Through multiple studies, we show that the conceptual distance between a firm’s CSR action and its product can significantly impact consumers’ inferences about the product, and that this inference differs significantly in stimulus- vs. memory-based tasks.
[ to cite ]:
Haiyang Yang and Amitava Chattopadhyay (2011) ,"An Induction-Deduction Model of Consumer Inference: Implications For Selecting Optimal Csr Strategy", 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.