Price-related consequences of corporate social (ir)responsibility
研究发现企业社会责任（CSR）提高消费者价格感知，而企业社会不负责任（CSI）降低价格感知，且CSI的负面影响在高价区间更强，CSR的正面影响取决于具体领域和产品消费情境。
• CSR raises, while CSI lowers consumers’ price perceptions on the pricing footprint. • The magnitude of the effects is asymmetric, indicating negativity bias. • Social (vs. environmental) CSR generates more favorable price perceptions. • Environmental (vs. social) CSI generates more negative price perceptions. • Environmental CSR does not affect price perceptions of privately consumed products. While corporate social responsibility (CSR) and corporate social irresponsibility (CSI) have, respectively, positive and negative effects on consumers’ brand responses, their price-related consequences are often overlooked in extant literature. Drawing on attribution theory and negativity bias, we examine the impact of brands’ (ir)responsible behavior on consumers’ multiple price perceptions by applying Van Westendorp’s ‘pricing footprint’. In four experimental studies we show that consumers’ lower price perceptions following CSI are robust and the magnitude of CSI’s impact is greater than that of CSR in the higher price categories ( expensive, too expensive ). The positive effects of CSR are contingent on the specific CSR domain and the public/private consumption status of the product. Social (versus environmental) CSR generates higher price perceptions, and the magnitude of its impact outperforms that of CSI in the lower price categories ( too cheap, cheap ). The positive effects of environmental CSR are limited, particularly for privately consumed products.