The Crux of the Morality Halo: the Interplay of Corporate Social Responsibility and Price Increases on Consumers’ Perceived Price Fairness

We investigate how two aspects of consumers’ morality perceptions, CSR and price fairness, are related. Three experiments show that perceived CSR engagement strengthens the negative effect of a price increase on perceived price fairness, because CSR engagement raises consumers’ expectations of fair prices, which are disconfirmed through a price increase.



Citation:

Sascha Alavi, Laura Marie Edinger-Schons, Urs Müller, Johannes Habel, and Jenni Maria Sipilä (2019) ,"The Crux of the Morality Halo: the Interplay of Corporate Social Responsibility and Price Increases on Consumers’ Perceived Price Fairness", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 429-430.

Authors

Sascha Alavi, Ruhr-University of Bochum, Germany
Laura Marie Edinger-Schons, University of Mannheim, Germany
Urs Müller, ESMT Berlin, Germany
Johannes Habel, Warwick Business School, UK
Jenni Maria Sipilä, University of Mannheim, Germany



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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