Consumer Response to Corporate Social Initiatives: a Look At the Effects of Fit and Motivation

ABSTRACT - The use of corporate social responsibility (CSR) initiatives to influence customers and differentiate products has become quite common. This research builds on the growing body of literature on CSR and investigates the role that fit and perceived motivation play in determining consumer response to social initiatives. We find that initiatives, which are perceived as low fit consistently decrease consumer responses, while self interested corporate motivation also leads to lower consumer response.



Citation:

Karen L. Becker-Olsen and B. Andrew Cudmore (2003) ,"Consumer Response to Corporate Social Initiatives: a Look At the Effects of Fit and Motivation", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 350.

European Advances in Consumer Research Volume 6, 2003      Page 350

CONSUMER RESPONSE TO CORPORATE SOCIAL INITIATIVES: A LOOK AT THE EFFECTS OF FIT AND MOTIVATION

Karen L. Becker-Olsen, New York University, USA

B. Andrew Cudmore, Florida Institute of Technology, USA

ABSTRACT -

The use of corporate social responsibility (CSR) initiatives to influence customers and differentiate products has become quite common. This research builds on the growing body of literature on CSR and investigates the role that fit and perceived motivation play in determining consumer response to social initiatives. We find that initiatives, which are perceived as low fit consistently decrease consumer responses, while self interested corporate motivation also leads to lower consumer response.

----------------------------------------

Authors

Karen L. Becker-Olsen, New York University, USA
B. Andrew Cudmore, Florida Institute of Technology, USA



Volume

E - European Advances in Consumer Research Volume 6 | 2003



Share Proceeding

Featured papers

See More

Featured

The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image

Karen Wallach, Emory University, USA
Ryan Hamilton, Emory University, USA
morgan k ward, Emory University, USA

Read More

Featured

G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment

Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University

Read More

Featured

J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands

Norah Awad, Hongik University
Nara Youn, Hongik University

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.