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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
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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

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