The Self and Social Signaling Explanations For Consumption of Csr-Associated Products

Consumers frequently encounter products that have a corporate social responsibility (CSR) association. While the drivers of general charitable behavior are reasonably well understood, less is known about the motivations that underlie decisions to purchase a CSR-associated product. Across several experiments we find that consumers like CSR-associated products for two distinct reasons. First, consumers like the fact that these products send out social signals. Second, we also find that there is a more private, self-signaling potential associated with the purchase of these products, which positively influences consumer self-perceptions even when a strong social signal is absent.



Citation:

Aronte Bennett and Amitav Chakravarti (2009) ,"The Self and Social Signaling Explanations For Consumption of Csr-Associated Products", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 49-52.

Authors

Aronte Bennett, New York University, USA
Amitav Chakravarti, New York University, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



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