Award Date

12-15-2018

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Psychology

First Committee Member

Murray Millar

Second Committee Member

Janice McMurray

Third Committee Member

Gloria Wong-Padoongpatt

Fourth Committee Member

Peter Gray

Number of Pages

156

Abstract

In recent years, companies have experienced increasing pressure to integrate corporate social responsibility (CSR) into their organizational structure. The relationship between a company's investment in CSR and overall revenue, however, is still under debate in the current literature as research has focused on correlations and consumer purchase intentions (e.g., Auger, Burke, Devinney, & Louviere, 2003; Dutta & Singh, 2013; Klein & Dawar, 2004; Maignan, 2001; Mohr & Webb 2005; Mohr, Webb, & Harris, 2001; Nanda, 2015; Wigley, 2008). Findings from previous studies have not yet assessed actual purchase behavior or potential moderating variables impacting this relationship. Therefore, this dissertation examined the moderating role of self-presentation on the relationship between corporate social responsibility (CSR) and consumer purchase decisions. To test the moderating role of self-presentation, two studies were conducted. Study one examined the effects of an experimental manipulation designed to either increase or decrease the salience of self-presentation concerns on overall purchase intentions. Results showed the manipulation of the salience of self-presentation concerns (e.g., high, low) did not produce differences in participants’ perceived price fairness, value, benefit, or purchase intention. Study two examined the relationship between participants' actual self-presentation strategies and actual purchase behavior. The results from study two revealed a strong association between the two variables. While the hypothesis was only partially supported, these findings provide valuable insight into a potential variable moderating the relationship between CSR and consumer purchase decisions.

Keywords

CSR; Impression management; Prosocial behavior

Disciplines

Social Psychology

Language

English


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