Are Inconsistent Csr Associations Always Detrimental? the Influence of Dialectic Thinking on Brand Perceptions

Alokparna (Sonia) Monga, University of South Carolina, USA
Zeynep Gürhan-Canli, Koç University, Turkey
Vanitha Swaminathan, University of Pittsburgh, USA
Some brands are simultaneously associated with a strong and a poor CSR record. We propose that dialectic thinkers are likely to respond more favorably to inconsistent CSR brands than non-dialectic thinkers. The public (vs. private) nature of the decision and the reactive (vs. proactive) CSR strategy employed moderate this effect.
[ to cite ]:
Alokparna (Sonia) Monga, Zeynep Gürhan-Canli, and Vanitha Swaminathan (2011) ,"Are Inconsistent Csr Associations Always Detrimental? the Influence of Dialectic Thinking on Brand Perceptions", 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.