Can Corporate Social Responsibility Hurt New Brands?

We observe a bias by which consumers perceive socially-responsible products as less effective than regular products. Four studies show the bias hurts new brands more than established brands. The centrality of the CSR attribute (i.e., extrinsic attributes like charity donations versus intrinsic attributes like earth-friendly ingredients) strongly influences this effect.



Citation:

Stefanie Rosen and Stacy Wood (2011) ,"Can Corporate Social Responsibility Hurt New Brands?", 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.

Authors

Stefanie Rosen, University of South Carolina, USA
Stacy Wood, University of South Carolina, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Can “Related Articles” Correct Misperceptions from False Information on Social Media?

Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA

Read More

Featured

The Effects of Breadth of Product Categories on Budgeting

An Tran, University of La Verne
John Lynch, University of Colorado, USA

Read More

Featured

How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, 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.