Explaining Consumer Reactions to Corporate Social Responsibility: The Role of Gratitude and Altruistic Values

By Simona Romani, S. Grappi, Richard P. Bagozzi. 2013

335 citations recorded by the source corpus.

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.

Subfields: Cognitive Neuroscience, Information Systems and Management, Social Psychology

View Paper: https://www.semanticscholar.org/paper/b8ac1753fdc24891f5d28b9e464a137f0147f571

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In Cognitive Neuroscience

In Information Systems and Management

In Social Psychology

Citations in the corpus

The role of moral emotions and individual differences in consumer responses to corporate green and non-green actions (2015, methodology): “Social justice values were measured by two items, adapted from Romani et al. (2013).”
Corporate Socially Responsible Initiatives and Their Effects on Consumption of Green Products (2016, background): “Beyond saving money for consumers and conserving resources environmentally, such initiatives give the potential for the firms to be beneficiaries of consumer gratitude (Romani et al. 2013) and at the same time create mutual feelings of acting together.”
CSR and Customer Outcomes: The Mediating Role of Customer Engagement (2018, methodology): “Romani [22] describes that when a company makes efforts for social causes, customers feel obliged to the company and they develop a positive emotion of gratitude and start championing the company.”