The Asymmetric Effect of a Firm’S Invested Effort in the Csr Campaign

This research investigates a new moderator of the Corporate Social Responsibility (CSR) - Corporate Social Irresponsibility (CSI) relationship. We propose that the firm’s invested effort in the CSR campaign reduces consumers’ suspicion of its ulterior motive, which, in turn, improves firm’s evaluation, but only when the CSR precedes the CSI.


Taehoon Park, Elise Chandon Ince, and Anastasiya Pocheptsova Ghosh (2017) ,"The Asymmetric Effect of a Firm’S Invested Effort in the Csr Campaign", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 803-504.


Taehoon Park, University of South Carolina, USA
Elise Chandon Ince, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA


NA - Advances in Consumer Research Volume 45 | 2017

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