F8. Dual Routes For Consumer Responses to Corporate Social Responsibility: the Role of Positive Moral Emotions, Attitudes, and Empathy

We adds to extant CSR research by investigating both cognitive and affective processes underlying consumer reactions to CSR. Results showed that both positive moral emotions and positive attitudes mediate the impact of CSR actions on consumer positive responses toward the company. Further, empathy regulates the elicitation of positive moral emotions.

Citation:

Chunyan Xie and Richard P. Bagozzi (2018) ,"F8. Dual Routes For Consumer Responses to Corporate Social Responsibility: the Role of Positive Moral Emotions, Attitudes, and Empathy", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 935-935.