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 Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences
Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA
Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production
Neeru Paharia, Georgetown University, USA
L2. Wish List Thinking: The Role of Psychological Ownership in Consumer Likelihood to Purchase or Remove a Product from an Online Wish List
Christopher Groening, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Iman Raoofpanah, Kent State University, USA