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Journal of Business Ethics

, Volume 114, Issue 2, pp 193–206 | Cite as

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

  • Simona Romani
  • Silvia GrappiEmail author
  • Richard P. Bagozzi
Article

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.

Keywords

Corporate social responsibility Gratitude Altruistic values Consumer behavior 

Notes

Acknowledgments

The authors would like to thank the editor and the two anonymous reviewers for their useful comments and suggestions.

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Copyright information

© Springer Science+Business Media B.V. 2012

Authors and Affiliations

  • Simona Romani
    • 1
  • Silvia Grappi
    • 2
    Email author
  • Richard P. Bagozzi
    • 3
  1. 1.LUISSRomeItaly
  2. 2.University of Modena and Reggio EmiliaModenaItaly
  3. 3.Stephen M. Ross School of BusinessThe University of MichiganAnn ArborUSA

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