The Effect of Corporate Social Responsibility on Consumers' Emotional Reactions in Product-Harm Crisis

Abstract

This study seeks to investigate the role of Corporate Social Responsibility (CSR) on consumers' emotions in product-harm crisis. The results of this experimental study indicate that positive prior CSR leads to higher sympathy and lower anger and schadenfreude toward the company, than negative prior CSR or lack of CSR information. The role of CSR importance, ascribed by the consumers and their moderating effect on the relationship between company's CSR and consumers' emotions was also pointed out. ABSTRACT FROM AUTHOR]; Copyright of AMA Winter Educators' Conference Proceedings is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)