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Abstract
Although a lot of research establishes consumer reactions to corporate social responsibility (CSR), little is known about
the theoretical mechanisms for these reactions. We conduct a field experiment with adult consumers to test the hypothesis
that the effects of perceived CSR on consumer reactions are mediated by felt gratitude and moderated by the magnitude of altruistic
values held by consumers. Two classes of consumer reactions are considered: intentions to (1) say positive things about the
company, and (2) participate in advocacy actions benefiting the company.
- Content Type Journal Article
- Pages 1-14
- DOI 10.1007/s10551-012-1337-z
- Authors
- Simona Romani, LUISS, Viale Romania, 32, 00197 Rome, Italy
- Silvia Grappi, University of Modena and Reggio Emilia, Viale Berengario 51, 41100 Modena, Italy
- Richard P. Bagozzi, Stephen M. Ross School of Business, The University of Michigan, 701 Tappan Street, Ann Arbor, MI, USA
- Journal Journal of Business Ethics
- Online ISSN 1573-0697
- Print ISSN 0167-4544
