Moral Identity and Attributions of Corporate Social Responsibility

Companies increasingly rely on corporate social responsibility to garner goodwill and positive evaluations, yet little is understood about individual differences in consumers’ sensitivity to such efforts. Two studies demonstrate that differences in individuals’ Moral Identity reliably predict the attributions made about why a firm undertakes CSR efforts, which then predict firm evaluations. American participants’ scores on the Internalization dimension of moral identity, representing self-importance of moral behavior, predict their attributions. In contrast, Singaporean participants’ Symbolization scores, capturing social value of moral behavior predict those same attributions. This research represents an important step in understanding internal, consumer-specific drivers of CSR effectiveness.



Citation:

Nicole Verrochi, Americus Reed II, and Jennifer Tong (2009) ,"Moral Identity and Attributions of Corporate Social Responsibility", 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

Nicole Verrochi, University of Pennsylvania, USA
Americus Reed II, University of Pennsylvania, USA
Jennifer Tong, Singapore Management University, Singapore



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

F7. Mere Packaging and Consumer Choice

Tim Philipp Doering, University of Michigan, USA
Katherine Burson, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, USA

Read More

Featured

E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement

Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece

Read More

Featured

I13. Ambient Light, Gender, and Creativity

Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, 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.