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

•Neural variations in the processing of CSR by each consumer profile were identified.•Reluctant consumers show greater activation related to negative value and aversion.•Habitual consumers do not show greater negative or positive action.•These findings reveal the limited effect of CSR messages on consumer responses. Corporate Social Responsibility (CSR) is progressively gaining in relevance in business management. CSR messages aimed at consumers have nonetheless not bolstered sales. Given this, the current study, a first of this type, turned to neuroimaging to evaluate the neural mechanisms involved when processing CSR messages (responsible business practices messages) among two opposing consumer profiles, notably those that avoid purchasing socially responsible products (reluctant consumers) and those that purchase them habitually (habitual consumers). The findings of the neural study reveal variations in the processing of CSR messages by each profile, results that were not identified through self-reports. CSR messages generate stronger neural activation among reluctant consumers in brain regions linked to negative value and aversion (the putamen and the ACC). CSR messages among habitual consumers, in turn, do not generate negative or positive neural reactions. The findings are then discussed from the perspective of deliberative and automated decision-making processes.