Can Corporate Social Responsibility Hurt New Brands?

Stefanie Rosen, University of South Carolina, USA
Stacy Wood, University of South Carolina, USA
We observe a bias by which consumers perceive socially-responsible products as less effective than regular products. Four studies show the bias hurts new brands more than established brands. The centrality of the CSR attribute (i.e., extrinsic attributes like charity donations versus intrinsic attributes like earth-friendly ingredients) strongly influences this effect.
[ to cite ]:
Stefanie Rosen and Stacy Wood (2011) ,"Can Corporate Social Responsibility Hurt New Brands?", 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.