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

European Journal of Marketing

Volumn 48, Issue 5-6, 2014, Pages 943-963

  Romani, Simona ^a   Grappi, Silvia ^b  

^a LUISS UNIVERSITY   (Italy)

^b UNIVERSITY OF MODENA AND REGGIO EMILIA   (Italy)

Author keywords

Consumer pro social behavior; CSR activity; Moral elevation

Indexed keywords

EID: 84930865078     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/EJM-06-2012-0364     Document Type: Article

References (42)

1. Algoe, S.B., Haidt, J. (2009), "Witnessing excellence in action: the 'other-praising' emotions of elevation, gratitude and admiration" in The Journal of Positive Psychology, Vol. 4, No. 2, pp. 105-127.
2. Aquino, K., McFerran, B., Laven, M. (2011), "Moral identity and the experience of moral elevation in response to acts of uncommon goodness" in Journal of Personality and Social Psychology, Vol. 100, No. 4, pp. 701-718.
3. Bagozzi, R.P. (1984), "Expectancy-value attitude models an analysis of critical measurement issues" in International Journal of Research in Marketing, Vol. 1, No. 4, pp. 295-310.
4. Baron, R.A. (1997), "The sweet smell of [...] helping: effects of pleasant ambient fragrance on prosocial behaviour in shopping malls" in Personality and Social Psychology Bulletin, Vol. 23, No. 5, pp. 498-503.
5. Batra, R., Ahuvia, A., Bagozzi, R.P. (2012), "Brand love" in Journal of Marketing, Vol. 76, No. 2, pp. 1-16.
6. Batson, D.C. (1991), The Altruism Question: Toward a Social-Psychological Answer, Erlbaum, Hillsdale, NJ.
7. Bergami, M., Bagozzi, R.P. (2000), "Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization" in British Journal of Social Psychology, Vol. 39, No. 4, pp. 555-577.
8. Bhattacharya, C.B., Sen, S., Kahn, B.E., Luce, M.F. (2004a), "Measuring the effectiveness of corporate social initiatives: a consumer-centric perspective", Advances in Consumer Research, Vol. 31, Association for Consumer Research, Valdosta, GA.
9. Bhattacharya, C.B., Sen, S. (2004b), "Doing better at doing good: when, why and how consumers respond to corporate social initiatives" in California Management Review, Vol. 47, No. 1, pp. 9-24.
10. Bhattacharya, C.B., Korschun, D., Sen, S. (2009), "Strengthening stakeholder-company relationships through mutually beneficial corporate social responsibility initiatives" in Journal of Business Ethics, Vol. 85, No. 2, pp. 257-272.
11. Cox, K.S. (2010), "Elevation predicts domain-specific volunteerism 3 months later" in The Journal of Positive Psychology: Dedicated to Furthering Research and Promoting Good Practice, Vol. 5, No. 5, pp. 333-341.
12. Drollinger, T. (2010), "A theoretical examination of giving and volunteering utilizing resource exchange theory" in Journal of Nonprofit and Public Sector Marketing, Vol. 22, No. 1, pp. 55-66.
13. Du, S., Bhattacharya, C.B., Sen, S. (2007), "Reaping relational rewards from corporate social responsibility: the role of competitive positioning" in International Journal of Research in Marketing, Vol. 24, No. 3, pp. 224-241.
14. Fisher, R.J. (1993), "Social desirability bias and the validity of indirect questioning" in Journal of Consumer Research, Vol. 20, No. 2, pp. 303-315.
15. Freeman, D., Aquino, K., McFerran, B. (2009), "Overcoming beneficiary race as an impediment to charitable donations: social dominance orientation, the experience of moral elevation, and donating behavior" in Personality and Social Psychology Bulletin, Vol. 35, No. 1, pp. 72-84.
16. Haidt, J. (2000), Prevention and Treatment, Vol. 3, Article 0003, posted March 7, 2000.
17. Haidt, J. (2001), "The emotional dog and its rational tail: a social intuitionist approach to moral judgment" in Psychological Review, Vol. 108, No. 4, pp. 814-834.
18. Haidt, J., Keyes, C.L.M., Haidt, J. (2003), "Elevation and the positive psychology of morality" in Flourishing: Positive Psychology and the Life Well-Lived, American Psychological Association, Washington, DC, pp. 275-289.
19. Haidt, J. (2007), "The new synthesis in moral psychology" in Science, Vol. 316, No. 5827, pp. 998-1002.
20. Isen, A.M., Berkowitz, L. (1987), "Positive affect, cognitive processes and social behaviour" in Advances in Experimental Social Psychology, Academic Press, New York, NY, pp. 203-253.
21. Ketola, T. (2008), "A holistic corporate responsibility model: integrating values, discourses and actions" in Journal of Business Ethics, Vol. 80, No. 3, pp. 419-435.
22. Kotler, P., Lee, N. (2005), Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause, Wiley & Sons, Inc, Hoboken, NJ.
23. Kouchaki, M. (2011), "Vicarious moral licensing: the influence of others' past moral actions on moral behavior" in Journal of Personality and Social Psychology, Vol. 101, No. 4, pp. 702-715.
24. Landis, S.K., Sherman, M.F., Piedmont, R.L., Kirkhart, M.W., Rapp, E.M., Bike, D.H. (2009), "The relation between elevation and self-reported prosocial behavior: incremental validity over the five-factor model of personality" in Journal of Positive Psychology, Vol. 4, No. 1, pp. 71-84.
25. Lee, L., Piliavin, J.A., Call, V.R.A. (1999), "Giving time, money, and blood: similarities and differences" in Social Psychology Quarterly, Vol. 62, No. 3, pp. 276-290.
26. Lichtenstein, D.R., Drumwright, M.E., Braig, B.M. (2004), "The effect of corporate social responsibility on customer donations to corporate-supported nonprofits" in Journal of Marketing, Vol. 68, No. 4, pp. 16-32.
27. Liu, W., Aaker, J. (2008), "The happiness of giving: the time-ask effect" in Journal of Consumer Research, Vol. 35, No. 3, pp. 543-557.
28. Mazar, N., Zhong, C. (2010), "Do green products make us better people?" in Psychological Science, Vol. 21, No. 4, pp. 494-498.
29. Mish, J., Scammon, D.L. (2010), "Principle-based stakeholder marketing: insights from private triple-bottom-line firms" in Journal of Public Policy and Marketing, Vol. 29, No. 1, pp. 12-16.
30. Nielsen (2012), "The global, socially-conscious consumer", Nielsen Report, March.
31. Preacher, K.J., Hayes, A.F. (2008), "Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models" in Behavior Research Methods, Vol. 4, No. 3, pp. 879-891.
32. Roseman, I.J. (1991), "Appraisal determinants of discrete emotions" in Cognition and Emotion, Vol. 5, No. 3, pp. 161-200.
33. Sachdeva, S., Iliev, R., Medin, D.L. (2009), "Sinning saints and saintly sinners: the paradox of moral self-regulation" in Psychological Science, Vol. 20, No. 4, pp. 523-528.
34. Schnall, S., Roper, J. (2012), "Elevation puts moral values into action" in Social Psychological and Personality Science, Vol. 3, No. 3, pp. 373-378.
35. Schnall, S., Roper, J., Fessler, D.M.T. (2010), "Elevation leads to altruistic behavior, above and beyond general positive affect" in Psychological Science, Vol. 21, No. 3, pp. 315-320.
36. Sen, S., Bhattacharya, C.B., Korschun, D. (2006), "The role of corporate social responsibility in strengthening multiple stakeholder relationships: a field experiment" in Journal of the Academy of Marketing Science, Vol. 34, No. 2, pp. 158-166.
37. Smith, N.C., Drumwright, M.E., Gentile, M.C. (2010), "The new marketing myopia" in Journal of Public Policy and Marketing, Vol. 29, No. 1, pp. 4-11.
38. Spiggle, S. (1994), "Analysis and interpretation of qualitative data in consumer research" in Journal of Consumer Research, Vol. 21, No. 3, pp. 491-503.
39. Vaaland, T.I., Heide, M., Grønhaug, K. (2008), "Corporate social responsibility: investigating theory and research in the marketing context" in European Journal of Marketing, Vol. 42, Nos 9/10, pp. 927-953.
40. Wagner, T., Lutz, R.J., Weitz, B.A. (2009), "Corporate hypocrisy: overcoming the threat of inconsistent corporate social responsibility perceptions" in Journal of Marketing, Vol. 73, No. 6, pp. 77-91.
41. Zhao, X., Lynch, J.G.J.R., Chen, Q. (2010), "Reconsidering baron and kenny: myths and truths about mediation analysis" in Journal of Consumer Research, Vol. 37, No. 2, pp. 197-206.
42. Zhou, X., Wildschut, T., Sedikides, C., Shi, K., Feng, C. (2012), "Nostalgia: The gift that keeps on giving" in Journal of Consumer Research, Vol. 39, No. 1, pp. 39-50.