Self and Social Signaling Explanations For Consumption of Csr-Products

Aronte Bennett, Villanova University, USA
Amitav Chakravarti, New York University, USA
Products with CSR associations (e.g., donating to cancer research) are popular and often sell at a premium. Across several studies, using disparate manipulations and measures, we investigate the factors underlying this popularity and find that the valuation of a CSR-associated product is jointly determined by its social and self-signaling potential.
[ to cite ]:
Aronte Bennett and Amitav Chakravarti (2011) ,"Self and Social Signaling Explanations For Consumption of Csr-Products", 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.