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Scholars have called for more specific model development and a better defined process to predict the outcomes of Corporate Social Responsibility (CSR) activity. This paper builds on previous work in the field of CSR from a consumer perspective. Psychological dimensions related to consumer perception of CSR were explored through consumer survey data (N = 343) using exploratory factor analysis and structural model verification through confirmatory factor analysis. Three distinct latent variables entitled Public Image, Character and Value were identified in the model. Public Image proved to be the unique significant predictor related to perception of CSR. Differentiation among groups created a profile that indicated significant differences among consumers regarding political affiliations; employment status; if CSR was implemented at the consumers' place of employment; and between consumers who chose to volunteer at cause-related organizations, and those who did not. These results allow for a deeper insight into how CSR can be conducted and messaged among various population segments.

University students who operated scooters were principally untrained in safe operation measures and in many cases ignored traffic laws. Though perceptions of helmets as a safety device were significant, they were viewed as uncomfortable, most often among female operators. Key psychological indicators of attitudes toward helmet use were perceived norms and control in making choices. The best course of action is messages that (1) introduces modern features that make helmets more user adaptable to comfort; (2) promote a positive outcome through users' motivation to comply to norms (i.e., parental influence); and (3) encourage the perceived empowerment that emanates from control in decision making.

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