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



Share Proceeding

Featured papers

See More

Featured

Resolving Humorous Incongruity in Advertising Facilitates Impressions of Firm Competence

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

Pangs from Persuasion: When Recommendations Undermine Consumers’ Social Worth

Suzanne Galia Rath, Queens University, Canada
Laurence Ashworth, Queens University, Canada
Nicole Robitaille, Queens University, Canada

Read More

Featured

Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness

Chun-Tuan Chang, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chun-Chen Tsai, National Sun Yat-sen University
Dickson Tok, National Sun Yat-sen University

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.