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 co...

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Veröffentlicht in:	Journal of business research 2021-03, Vol.126, p.99-112
Hauptverfasser:	Guerrero Medina, Carlos Alberto, Martínez-Fiestas, Myriam, Casado Aranda, Luis Alberto, Sánchez-Fernández, Juan
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behavior Consumer neuroscience Corporate social responsibility CSR messages Fair-trade Habits Marketing research Neurosciences Personal orientation Responsible business practices
Online-Zugang:	Volltext
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