Doctor of Philosophy (PhD)
First Committee Member
Second Committee Member
Third Committee Member
Fourth Committee Member
Number of Pages
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.
CSR; Impression management; Prosocial behavior
University of Nevada, Las Vegas
Walsh, Mandy May, "Corporate Social Responsibility and Consumer Purchase Behavior: The Moderating Role of Self-Presentation" (2018). UNLV Theses, Dissertations, Professional Papers, and Capstones. 3461.
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