F6. Can Csr Save a Firm From a Crisis? a Role of Gratitude in the Buffering Effect of Csr on Consumer Vindictive Behavior.
This research examines the buffering effect of corporate social responsibility (CSR) on consumers vindictive behaviors during a product-harm crisis. Three studies demonstrate how CSR plays a critical role in reducing consumers intention to engage in vindictive behaviors (e.g., negative word-of-mouth) and propose a mediating role of consumer gratitude.
Junghyun Kim, Taehoon Park, and Myungsuh Lim (2018) ,"F6. Can Csr Save a Firm From a Crisis? a Role of Gratitude in the Buffering Effect of Csr on Consumer Vindictive Behavior.", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 912-912.
Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University
NA - Advances in Consumer Research Volume 46 | 2018
The Messy Satiation Effect: The Benefits of Eating Like a Pig
Kevin L. Sample, University of Georgia, USA
Kelly Haws, Vanderbilt University, USA
The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time
Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA
I8. How Food Images on Social Media Influence Online Reactions
Annika Abell, University of South Florida, USA
Dipayan Biswas, University of South Florida, USA