The impact of perceived corporate social responsibility on consumer behavior

Article Abstract:

The use of corporate social responsibility (CSR) initiatives to influence the purchase decisions of consumers and differentiate product offerings has become quite common. Consumer perceptions of fit, motivation, and timing of corporate social initiatives that were embedded in promotions play a significant role and only the high-fit, proactive initiatives influence consumers positively.

Market Targeting & Approach, Influence, Corporate social responsibility, Market strategy

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Distinguishing between feelings and emotions in understanding communication effects

Article Abstract:

The measures that may be particularly relevant in connection with peripheral or low-involvement information processing are explored. It is found that peripheral information processing is dominant for FMCG, but in terms of most measures used in communication research, central information process is more efficient, the only exception being in relation to emotional responses.

Market Research, Market Research & Product Development, Marketing research, Marketing communications

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