Skip to main content Accessibility help

We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.

Close cookie message
×
Hostname: page-component-78c5997874-94fs2 Total loading time: 0 Render date: 2024-11-19T15:24:14.767Z Has data issue: false hasContentIssue false

Five - The psychological engine that drives CR reactions

from Part II - Inside the mind of the stakeholder

Published online by Cambridge University Press:  05 June 2012

C. B. Bhattacharya ,
Sankar Sen  and
Daniel Korschun
C. B. Bhattacharya
Affiliation:
European School of Management and Technology
Sankar Sen
Affiliation:
City University of New York
Daniel Korschun
Affiliation:
Drexel University, Philadelphia
Get access

Summary

Think back to the opening paragraphs of the book: you are a stakeholder, and you've heard something about a company's CR activity. Do you have an immediate and strong reaction? Would you take some action as a result of learning about a company's programs? And if so, under what conditions?

These kinds of questions are central to our research. We find that while it is tempting to assume that stakeholders respond to CR automatically and immediately once they learn something new about a company's efforts, in fact, it is rare that such information elicits in a knee-jerk reaction. Most responses unfold as each stakeholder interprets the CR activity, making a very personal determination of whether or not it “makes sense” and how it fits into his or her life.

Type
Chapter
Information
Leveraging Corporate Responsibility
The Stakeholder Route to Maximizing Business and Social Value
 , pp. 85 - 118
Publisher: Cambridge University Press
Print publication year: 2011

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Bhattacharya, CBSen, S. 2004
Ellen, P.S.Webb, D.J.Mohr, L.A.Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible ProgramsJournal of the Academy of Marketing Science 34 2006 147CrossRefGoogle Scholar
Yoon, Y.Gurhan-Canli, Z.Schwarz, N.The Effect of Corporate Social Responsibility (CR) Activities on Companies With Bad ReputationsJournal of Consumer Psychology 16 2006 377CrossRefGoogle Scholar
www.ge.com 2008
Oyserman, D.Coon, H.M.Kemmelmeier, M.Rethinking Individualism and Collectivism: Evaluation of Theoretical Assumptions and Meta-analysesPsychological Bulletin 128 2002 3CrossRefGoogle ScholarPubMed
Tajfel, H.Turner, J.C. 1986
Brown, T.J.Dacin, P.A.The Company and the Product: Corporate Associations and Consumer Product ResponsesJournal of Marketing 61 1997 68CrossRefGoogle Scholar
Sen, S.Bhattacharya, CBDoes Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social ResponsibilityJournal of Marketing Research 38 2001 225CrossRefGoogle Scholar
Baron, R.M.Kenny, D.A. 1986
Morgan, R.M.Hunt, S.D.The Commitment-Trust Theory of Relationship MarketingJournal of Marketing 58 1994 20CrossRefGoogle Scholar
Rousseau, D.Sitkin, S.Burt, R.Camerer, C.Not so Different after all: A Cross-discipline View of TrustAcademy of Management Review 23 1998 393CrossRefGoogle Scholar
McAllister, D.J. 1995
Ganesan, S.Hess, R.Marketing Letters 8 1997 439CrossRef
Rempel, J.K.Holmes, J.G.Zanna, M.P.Trust in Close RelationshipsJournal of Personality and Social Psychology 49 1985 95CrossRefGoogle Scholar
Thaler, Richard H.Cass, SunsteinNudge: Improving Decisions about Health, Wealth, and HappinessYale University Press 2008Google Scholar
Ariely, DanPredictable Irrational: The Hidden Forces that Shape Our DecisionsHarper 2008Google Scholar

Save book to Kindle

To save this book to your Kindle, first ensure [email protected] is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about saving to your Kindle.

Note you can select to save to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be saved to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.

Find out more about the Kindle Personal Document Service.

Available formats
×

Save book to Dropbox

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Dropbox.

Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

Available formats
×