The Risk of Virtue

While prior research has examined the impact of corporate social responsibility (CSR) on consumers’ attitude toward the company and its products, no extant research has investigated how CSR affects consumers’ risk-taking decisions. The current research explores how CSR influences consumers’ financial risk-taking, depending on their belief in a just world.


Boyoun (Grace) Chae, Hyun Young Park, and Katherine White (2016) ,"The Risk of Virtue", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 723-723.


Boyoun (Grace) Chae, Temple University, USA
Hyun Young Park, China Europe International Business School
Katherine White, University of British Columbia, Canada


NA - Advances in Consumer Research Volume 44 | 2016

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