Carrotmob
研究了消费者参与胡萝卜暴动（一种通过集体购买奖励企业社会责任行为的活动）的关键驱动因素，发现社会动机影响最大，对营销和社会责任实践者有用。
The call for business practices that create benefits for companies, customers, and society is getting louder. This article analyzes a new implementation of such a win–win–win approach: the carrotmob. Activists and managers jointly organize a shopping flashmob in which consumers collectively purchase the products of a target company to reward its intent to act more socially responsible. Given that carrotmobs are only efficient if they are supported by a critical mass of consumers, a survey study of 337 young consumers explores the critical drivers of carrotmob participation. Accordingly, object-oriented, personal, and social motives jointly determine carrotmob participation with social motives having the strongest impact.