The Influence of Corporate Social Responsibility Efforts on the Moral Behavior of Consumers

Little is known about how corporate social responsibility (CSR) efforts affect consumer’s moral behavior. We demonstrate that antisocial (prosocial) firm behavior leads consumers who use the firm to self-expand to conduct prosocial (antisocial) behavior. Licensing effects are reversed if consumers are hypocritical about their own behavior within the CSR domain.



Citation:

Kevin Newman and Merrie Brucks (2013) ,"The Influence of Corporate Social Responsibility Efforts on the Moral Behavior of Consumers", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Kevin Newman, University of Arizona, USA
Merrie Brucks, University of Arizona, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Consumer’s Local-Global Identity and Price-Quality Associations

Zhiyong Yang, University of North Carolina at Greensboro
Sijie Sun, University of Texas at Arlington
Ashok K Lalwani, Indiana University, USA
Narayan Janakiraman, University of Texas at Arlington

Read More

Featured

D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators

Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院

Read More

Featured

Believing in and Reacting to Rumors: The Role of Congruity and Nature of Existing Predisposition

Satadruta Mookherjee, SUNY Binghamton, USA
Subimal Chatterjee, SUNY Binghamton, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.