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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Cohesion or Coercion? Why Coordinated Behavior Backfires in Marketing Contexts

Noah VanBergen, University of Cincinnati, USA

Read More

Featured

Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA

Read More

Featured

System Justification and the Preference for Atavistic Products

Minju Han, Yale University, USA
George Newman, Yale University, 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.