Influence of prior-held beliefs on consumers' evaluation of CSR reports

Activity: Talk or presentationConference PresentationsResearch

Regine Herbrik - Speaker

Paula Maria Bögel - Speaker

Regine Herbrik - Coauthor

Sigrid Bekmeier-Feuerhahn - Coauthor

Regine Herbrik - Coauthor

Existing studies show that consumers tend to be skeptical about CSR communication, thus limiting the positive effects companies aim to derive through CSR. Companies seem to evoke consumers’ skepticism particularly if they have a negative image beforehand. For example, previous studies from CSR show that consumers’ initial company image influence the perceived credibility of CSR information. Companies with an initially negative reputation will be perceived as less credible than companies with an initially positive image. Based on these previous findings, the purpose of this research is to gain insight into mechanisms that underlie the influence of prior-held beliefs, e.g. towards the company, on the processing and evaluation of CSR information. A qualitative study was conducted in which 21 participants received a part of the current CSR report of the company H&M. They were asked to think aloud while reading the report. Afterwards, a semi-structured interview was conducted. Preliminary data analysis shows insights into consumers’ evaluation of the CSR report based on their prior-held beliefs, e.g. the influence of media coverage about the collapse of a factory in Bangladesh on consumers’ evaluation of H&M’s CSR engagement. Practical implications for company’s CSR communication are discussed.
20.02.201521.02.2015

Event

18. Fachtagung der Gesellschaft für angewandte Wirtschaftspsychologie - GWPs 2015: Herausforderungen begegnen – Lösungen gestalten: Praxisrelevanz und Interdisziplinarität der wirtschaftspsychologischen Forschung

20.02.1521.02.15

Heide, Germany

Event: Conference

Recently viewed

Researchers

  1. Mathis Brinkmann

Activities

  1. Workshops zur Qualitätssicherung in den Projekten der Qualitätsoffensive Lehrerbildung
  2. Academy of Management Journal (Fachzeitschrift)
  3. OR Spectrum (Zeitschrift)
  4. Das Atom-Ei des Columbus: Schnelle Brüter, Computersimulation und das Zeitalter der Hypothetizität
  5. Corporate Responsibility Reporting
  6. GAL Research School for Methods in Empirical Pragmatics - MeEP 2016
  7. ICA-Conference - ICA 2006
  8. Womit müssen wir rechnen?
  9. Developing learner agency in technology-enhanced transdiciplinary EFL learning environments – The Going Green Project
  10. Meeting at the Dispute Resolution Research Center (DRRC) 2007
  11. "Integration on the ground" - Assumptions and Consequences of Neighbourhood Strategies
  12. Engery Sources and Environmental Technology Conference 1999
  13. Videobasiertes Assessment von Lehrer*innen-Schüler*innen-Feedback im Microteaching
  14. 3rd Cross-Cultural Pragmatics at a Crossroads III - 2013
  15. George-Washington-Universität
  16. WK ORG Workshop - WK ORG 2019
  17. Different cultures, different communicative norms: Implications for content and language integrated learning (Lüneburg)
  18. Eliciting energization by mentally contrasting future and reality
  19. A Matter of Framing: Analyzing Value Communication in Sustainable Business Models
  20. Politics of volition or constraint?
  21. Gutachtertätigkeit für European Association for Research in Learning and Instruction
  22. Journal of the Association for Information Science and Technology (Fachzeitschrift)
  23. Rethinking “Identity Politics” and Social Movements
  24. Professional School (Organisation)
  25. Electronics (Zeitschrift)
  26. Johns Hopkins Universität
  27. Thinking about the future and taking responsibility for oneself, others, and society
  28. Organization Studies (Fachzeitschrift)
  29. Corruption and Trust: A model design