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

Journal of Business Ethics

Volumn 114, Issue 2, 2013, Pages 193-206

  Romani, Simona ^a   Grappi, Silvia ^b   Bagozzi, Richard P ^c  

^a LUISS UNIVERSITY   (Italy)

^b UNIVERSITY OF MODENA AND REGGIO EMILIA   (Italy)

^c UNIVERSITY OF MICHIGAN   (United States)

Author keywords

Altruistic values; Consumer behavior; Corporate social responsibility; Gratitude

Indexed keywords

EID: 84878196962     PISSN: 01674544     EISSN: 15730697     Source Type: Journal    
DOI: 10.1007/s10551-012-1337-z     Document Type: Article

References (52)

1. Algoe, S. B., & Haidt, J. (2009). Witnessing excellence in action: The "Other-Praising" emotions of elevation, gratitude, and admiration. The Journal of Positive Psychology, 4(2), 105-127.
2. Algoe, S., Haidt, J., & Gable, S. (2008). Beyond reciprocity: Gratitude and relationships in everyday life. Emotion, 8(3), 425-429.
3. Andersson, L. M., Giacalone, R. A., & Jurkiewicz, C. L. (2007). On the relationship of hope and gratitude to corporate social responsibility. Journal of Business Ethics, 70(4), 401-409.
4. Aquino, K., McFarran, B., & Laven, M. (2011). Moral identity and the experience of moral elevation in response to acts of uncommon goodness. Journal of Personality and Social Psychology, 100(4), 703-718.
5. Bagozzi, R. P. (1984). Expectancy-value attitude models. An analysis of critical measurement issues. International Journal of Research in Marketing, 1(4), 295-310.
6. Bartlett, M. Y., & De Steno, D. (2006). Gratitude and prosocial behavior. Helping when it costs you. Psychological Science, 17(4), 319-325.
7. Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.
8. Bhattacharya, C. B., Korschun, D., & Sen, S. (2009). Strengthening stakeholder-company relationships through mutually beneficial corporate social responsibility initiatives. Journal of Business Ethics, 85(2), 257-272.
9. Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 64-84.
10. Campbell, D. T., & Fiske, D. W. (1959). Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological Bulletin, 56(2), 81-105.
11. Damasio, A. (1994). Descartes' error: Emotion, reason and human brain. New York: Putnam.
12. Du, S., Bhattacharya, C. B., & Sen, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing, 24(3), 224-241.
13. Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication'. International Journal of Management Reviews, 12(1), 8-19.
14. Eisenberg, N. (2000). Emotions, regulations, and moral development. Annual Review of Psychology, 51, 665-697.
15. Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147-157.
16. Emmons, R. A., & McCullough, M. E. (2004). The psychology of gratitude. Oxford: Oxford University Press.
17. Fischer, A. H., & Roseman, I. J. (2007). Beat them or ban them: The characteristics and social functions of anger and contempt. Journal of Personality and Social Psychology, 93(1), 103-115.
18. Fredrickson, B. L. (2004). Gratitude, like other positive emotions, broadens and builds. In R. A. Emmons & M. E. McCullough (Eds.), The psychology of gratitude (pp. 145-166). Oxford: Oxford University Press.
19. Graham, S. (1988). Children's developing understanding of the motivational role of affect: An attributional analysis. Cognitive Development, 3(1), 71-88.
20. Haidt, J. (2000). The positive emotion of elevation. Prevention & Treatment, 3(1). doi: 10. 1037/1522-3736. 3. 1. 33c.
21. Haidt, J. (2001). The emotional dog and its rational tail: A social intuitionist approach to moral judgment. Psychological Review, 108(4), 814-834.
22. Haidt, J. (2003). Elevation and the positive psychology of morality. In C. L. M. Keyes & J. Haidt (Eds.), Flourishing: Positive psychology and the life well-lived (pp. 275-289). Washington, DC: American Psychological Association.
23. Haidt, J. (2007). The new synthesis in moral psychology. Science, 316, 998-1002.
24. Higgins, E. T., Shah, J., & Friedman, J. R. (1997). Emotional responses to goal attainment: Strength of regulatory focus as moderator. Journal of Personality and Social Psychology, 72(3), 515-525.
25. Keltner, D., & Haidt, J. (2003). Approaching awe, a moral, spiritual, and aesthetic emotion. Cognition and Emotion, 17(2), 297-314.
26. Ketola, T. (2008). A holistic corporate responsibility model: Integrating values, discourses and actions. Journal of Business Ethics, 80(3), 419-435.
27. Keys, T., Malnight, T. W., & van der Graaf, K. (2009). Making the most of corporate social responsibility. McKinsey Quarterly, December.
28. Klein, J. G., & Dawar, N. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product-Harm Crisis. International Journal of Research in Marketing, 21(3), 201-217.
29. Kroll, J., & Egan, E. (2004). Psychiatry, moral worry, and moral emotions. Journal of Psychiatric Practice, 10(6), 352-360.
30. Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68(4), 16-32.
31. Marin, L., Ruiz, S., & Rubio, A. (2009). The role of identity salience in the effects of corporate social responsibility on consumer behavior. Journal of Business Ethics, 84(1), 65-78.
32. Markus, H. R., & Kitayama, S. (1991). Culture and the self: implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224-253.
33. McCullough, M. E., Emmons, R. A., & Tsang, J. (2002). The grateful disposition: A conceptual and empirical topography. Journal of Personality and Social Psychology, 86(2), 295-309.
34. McCullough, M. E., Kilpatrick, S. D., Emmons, R. A., & Larson, D. B. (2001). Is gratitude a moral affect? Psychological Bulletin, 27(2), 249-266.
35. McCullough, M. E., Kimeldorf, M. B., & Cohen, A. D. (2008). An adaptation for altruism? The social causes, social effects and social evolution of gratitude. Current directions in psychological science, 17(4), 281-285.
36. McCullough, M. E., & Tsang, J. (2004). Parent of the virtues? The prosocial contours of gratitude. In R. A. Emmons & M. E. McCullough (Eds.), The psychology of gratitude (pp. 123-141). Oxford: Oxford University Press.
37. Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121-147.
38. Morales, A. C. (2005). Giving firm an "E" for effort: Consumer responses to high-effort firms. Journal of Consumer Research, 31(4), 806-812.
39. Ortony, A., Clore, G. L., & Collins, A. (1988). The cognitive structure of emotions. New York: Cambridge University Press.
40. Palmatier, R. W., Burke Jarvis, C., Bechkoff, J. R., & Kardes, F. R. (2009). The role of customer gratitude in relationship marketing. Journal of Marketing, 73(5), 1-18.
41. Peterson, B. E., & Stewart, A. J. (1996). Antecedents and contexts of generativity motivation at midlife. Psychology and Aging, 11(1), 21-33.
42. Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879-891.
43. Preacher, K. J., Rucker, D. D., & Hayes, A. F. (2007). Addressing moderated mediation hypotheses: Theory, methods, and prescriptions. Multivariate Behavioral Research, 42(1), 185-227.
44. Roberts, R. (2004). The blessing of gratitude: A conceptual analysis. In R. A. Emmons & M. E. McCullough (Eds.), The psychology of gratitude (pp. 58-78). Oxford: Oxford University Press.
45. Roseman, I. J. (1991). Appraisal determinants of discrete emotions. Cognition and Emotion, 5(3), 161-200.
46. Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. In M. Zanna (Ed.), Advances in experimental social psychology (pp. 1-65). New York: Academic Press.
47. Schwartz, S. H., & Bilsky, W. (1990). Toward a theory of the universal content and structure of values: Extensions and cross-cultural replications. Journal of Personality and Social Psychology, 58(5), 878-891.
48. Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-244.
49. Shweder, R. A., Much, N. C., Mahapatra, M., & Park, L. (1997). The "Big Three" of morality (autonomy, community, and divinity) and the "Big Three" explanations of suffering'. In A. Brandt & P. Rozin (Eds.), Morality and health (pp. 119-169). New York: Routledge.
50. Singelis, T. M. (1994). The measurement of independent and interdependent self-construals. Personality and Social Psychology Bulletin, 20(5), 580-591.
51. Tangney, J. P., Stuewig, J., & Mashek, D. J. (2007). Moral emotions and moral behavior. The Annual Review of Psychology, 58, 345-372.
52. Zhao, X., Lynch, J. G, Jr, & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206.