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. 



Citation:

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.

Authors

Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Testing Theories of Goal Progress within Online Learning

Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA

Read More

Featured

N7. Emotion Or Information? Effects Of Online Social Support On Customer Engagement

Chuang Wei, Tsinghua University
Maggie Wenjing Liu, Tsinghua University
Qichao Zhu, Tsinghua University

Read More

Featured

Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire

Monica Wadhwa, INSEAD, Singapore
Christine Kim, Hong Kong University of Science and Technology
Amitava Chattopadhyay, INSEAD, Singapore
Wenbo Wang, Hong Kong University of Science and Technology

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.