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Warm glow or extra charge? The ambivalent effect of corporate social responsibility activities on customers' perceived price fairness

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journal contribution
posted on 15.06.2018 by Johannes Habel, Laura M. Schons, Sascha Alavi, Jan Wieseke
© 2016, American Marketing Association. Prior research has firmly established that consumers draw benefits from a firm's engagement in corporate social responsibility (CSR), especially the feeling of a "warm glow." These benefits positively affect several desirable outcomes, such as willingness to pay and customer loyalty. The authors propose that consumers do not blindly perceive benefits from a firm's CSR engagement but tend to suspect that a firm's prices include a markup to finance the CSR engagement. Taking customers' benefit perceptions and price markup inferences into account, the authors suggest that CSR engagement has mixed effects on consumers' evaluation of price fairness and, thus, on subsequent outcomes such as customer loyalty. The authors conduct one qualitative study and four quantitative studies leveraging longitudinal field and experimental data from more than 4,000 customers and show that customers indeed infer CSR price markups, entailing mixed effects of firms' CSR engagement on price fairness. The authors find that perception critically depends on customers' CSR attributions, and they explore the underlying psychological mechanisms. They propose communication strategies to optimize the effect of CSR engagement on perceived price fairness.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Marketing

Volume

80

Issue

1

Pages

84 - 105

Citation

HABEL, J. ...et al., 2016. Warm glow or extra charge? The ambivalent effect of corporate social responsibility activities on customers' perceived price fairness. Journal of Marketing, 80(1), pp. 84-105.

Publisher

© American Marketing Association

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

2016-01-01

Notes

This paper was accepted for publication in the journal Journal of Marketing and the definitive published version is available at https://doi.org/10.1509/jm.14.0389

ISSN

0022-2429

eISSN

1547-7185

Language

en

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