Is it an error to communicate CSR Strategies? Neural differences among consumers when processing CSR messages

Medina, Carlos Alberto Guerrero; Martínez‐Fiestas, Myriam; Casado‐Aranda, Luis‐Alberto; Sánchez‐Fernández, Juan

doi:10.1016/j.jbusres.2020.12.044

Cited by 20 publications

(12 citation statements)

References 133 publications

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“…As these three focus groups demonstrate, being sustainable through the use of recycled materials is appreciated by young consumers, and it does not represent a barrier to adopting sustainable consumption habits (i.e., there was a low contamination perception, which, however, was associated with second‐hand products). Nevertheless, there is a gap between the positive perception of sustainable fashion products and their effective adoption, which is in line with the literature that addresses the reasons for this gap (e.g., Eckhardt et al, 2010; Medina et al, 2021). In this gap, companies' communication plays a crucial role.…”

Section: Resultssupporting

confidence: 77%

‘I wanna be sustainable, but I don't wanna show it!’: The effect of sustainability cues on young adult consumers' preferences

2022

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Given the urgent need to address plastic pollution, fashion companies are implementing diverse strategies to reduce plastic in their production processes. To communicate their commitment to plastic waste reduction, companies have started including symbols on their products (i.e., sustainability cues). However, the effect of these symbols on consumer behaviour remains unclear. Thus, through a mixed method involving three focus groups and two online experiments, we investigate the effect of sustainability cues on consumers' preferences. Our findings show that including sustainability cues on a product is not always an effective business strategy. Hence, we expand the ongoing debate on the effects of environmental strategies, offering new insights into consumers' perceptions of sustainability cues and demonstrating the importance of perceived proximity and environmental concern in enhancing or reducing buying intentions towards sustainable products. For fashion companies, we reveal if and how sustainability cues can represent a competitive leverage prompting environmentally friendly purchases.

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Section: Resultssupporting

confidence: 77%

‘I wanna be sustainable, but I don't wanna show it!’: The effect of sustainability cues on young adult consumers' preferences

2022

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“…Drawing on the methodology followed in previous studies (Guerrero Medina et al 2021; Scholz, Baek, et al 2020), for our ROI analysis, we first selected constructs that are theoretically expected to be involved with the processing of utilitarian and hedonic ads, as discussed previously. We then extracted ROI masks by implementing several searches referred to those constructs conducted in the Neurosynth reverse-inference meta-analysis database (Yarkoni et al 2011).…”

Section: Methodsmentioning

confidence: 99%

Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study

Casado‐Aranda

Sánchez‐Fernández

Viedma-del-Jesús

2022

Journal of Interactive Marketing

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Previous interactive marketing literature has concluded that banner attributes are key drivers of ad effectiveness and online consumer behaviors. In particular, prior advertising studies have largely defined the two most commonly used ad appeals in online settings: hedonic (i.e., visually attractive, joy-focused, and interactive) and utilitarian (i.e., informative, convenient, and functional). However, no unanimous conclusions have been drawn about their effects on online consumer behavior. Furthermore, no studies have assessed the psychological mechanisms underlying the processing of hedonic and utilitarian banner ads, which could be crucial given the unconscious, internal, and introspective nature of ad evaluation and online purchasing decisions. In this research, the authors used neuroimaging (functional magnetic resonance imaging [fMRI]) to identify the neural mechanisms underlying the evaluation of hedonic and utilitarian banners. The results reveal that whereas hedonic layouts engage brain areas associated with reward, self-relevance, and emotion, utilitarian banner ads trigger brain networks related to object identification and recognition, reasoning, executive function, and cognitive control. This research also examines the extent to which neural data derived from processing hedonic and utilitarian banners complement the ability of self-reported banner effectiveness to predict online consumer behavior. The results reveal that neural data from banner appeals help predict between 9% and 18% of online consumer behavior beyond that indicated by the perceived ad effectiveness reported by consumers. Taken together, these results provide new insights into the connection between neuropsychological data and real-world online consumer behavior.

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“…According to social exchange theory, when people perceive that the other party's contribution benefits them, they will also be willing to return for mutual benefit (Guerrero Medina et al, 2021). Therefore, when enterprises are willing to take more social responsibility, that is, to take responsibility for their own use of algorithms and data and to make efforts to improve the status of the algorithm monopoly, consumers will have a good opinion of their behaviour and make corresponding returns (Gillan et al, 2021).…”

Section: Subject Diversity On Trust Of Platformsmentioning

confidence: 99%

Section: Research Hypothesesmentioning

confidence: 99%

The more open, the better? Research on the influence of subject diversity on trust of tourism platforms

Xu,

Mou,

Ding

2023

MIP

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PurposeThe continuous impact of the pandemic and the downturn of the global economy have brought new challenges to the tourism industry. In this context, effectively attracting consumers and improving user stickiness are the top priorities of tourism platform companies. This study explores the impact of ethical concerns raised by new issues under the multi-governance environment on user stickiness. Based on the trust theory, the authors provide solutions for tourism platforms.Design/methodology/approachThis study adopted a quantitative approach, gathering survey data via an online platform. A total of 400 participants were investigated, and 356 valid questionnaires were returned, with a recovery rate of 89%. Questionnaires that did not meet the inclusion criteria were excluded, leaving 298 valid responses.FindingsStudies have found that consumers' ethical concerns about platform companies are key factors affecting user stickiness, and among these, consumer trust plays a mediating role. They have found that corporate social responsibility (CSR) behaviours help alleviate ethical concerns and improve trust in enterprises. At the same time, enterprises should properly control the number of platform collaborators, and excessive platform cooperation negatively moderates the impact of consumer ethical concerns on competence-based trust.Originality/valueThis study complements the deficiency of previous research with regard to ethical concerns in a multi-governance environment. These findings indicate that subject diversity exacerbates the negative impact of ethical concerns on consumer trust; however, CSR alleviates the impact of ethical concerns on consumer trust.

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Is it an error to communicate CSR Strategies? Neural differences among consumers when processing CSR messages

Cited by 20 publications

References 133 publications

‘I wanna be sustainable, but I don't wanna show it!’: The effect of sustainability cues on young adult consumers' preferences

‘I wanna be sustainable, but I don't wanna show it!’: The effect of sustainability cues on young adult consumers' preferences

Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study

The more open, the better? Research on the influence of subject diversity on trust of tourism platforms

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