Self-Construal and Socially Responsible Consumer Behavior.
We investigate the role of an individual’s dominant self-construal on the shaping of socially responsible consumer behavior. A first study confirmed that a relationship between both exists and is mediated through Perceived Consumer Effectiveness. Ongoing research intends to investigate the intervening process further and test its malleability and potential as a social marketing tool to promote socially conscious consumption.
Irina Cojuharenco, Gert Cornelissen, and Natalia Karelaia (2011) ,"Self-Construal and Socially Responsible Consumer Behavior.", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Irina Cojuharenco, Universidade Católica Portuguesa, Portugal
Gert Cornelissen, Pompeu Fabra University, Spain
Natalia Karelaia, INSEAD, France
NA - Advances in Consumer Research Volume 38 | 2011
Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns
Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid
Toward Optimal Symbolic Recovery: Why and When “Thank you” is Better than “Sorry” in Addressing Service Delays
Yanfen You, New Mexico State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Lili Wang, Zhejiang University
Xiaoyan Deng, Ohio State University, USA
H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market
Hao Wang, University of South Florida, USA