How companies’ good deeds encourage consumers to adopt pro-social behavior

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Elevation: A review of scholarship on a moral and other-praising emotion (2017, background): “Corroborating and expanding on these findings, Romani and Grappi (2014) found that among a sample of Italian adults, those who read a description of a company that included their socially responsible initiatives self-reported amplified feelings of surprise and feeling emotionally touched.”
Corporate Socially Responsible Initiatives and Their Effects on Consumption of Green Products (2016, background): “Little attention has been given until recently to the investigation of these ‘‘secondary’’ outcomes (e.g., Lichtenstein et al. 2004; Romani and Grappi 2014) and especially to whether and how corporate support for certain causes or issues can result in consumers’ engaging in behaviors that are more c”
Moral Elevation and Moral Beauty: A Review of the Empirical Literature (2016, background): “Romani and Grappi (2014) found that organizational corporate social responsibility (CSR) activities have the power to elicit elevation within customers.”