Consumer Reactions to Csr: Morality Based Differences

Drawing upon moral foundations theory, we investigate the extent to which consumers’ moral concerns clusters affect company likability based on CSR domains. We find that moral concerns clusters affect consumers’ reactions to CSR initiatives, thus impacting firm likability. Moreover, we show that individuals’ moral concerns map onto different CSR domains.


Sara Baskentli, Sankar Sen, CB Bhattacharya, and Shuili Du (2017) ,"Consumer Reactions to Csr: Morality Based Differences", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 206-211.


Sara Baskentli, Baruch College, USA
Sankar Sen, Baruch College, USA
CB Bhattacharya, European School of Management and Technology, Germany
Shuili Du, University of New Hampshire, USA


NA - Advances in Consumer Research Volume 45 | 2017

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