ScholarWorks@중앙대학교

초록

Corporate Social Responsibility (CSR) activities provide social and economic values to companies, but sometimes cause negative reactions from consumers. In order to mitigate negative reactions from consumers and increase the probability of CSR success, previous studies mention the importance of CSR fit. However, consumers' perception of fit is subjective and therefore can vary depending on individual tendencies or contexts. This study presented consumers' self-construal and perspective taking as key variables. The results of Study 1 showed that the influence of self-construal and perspective taking only occurred when the CSR fit was moderate. Consumers with interdependent self-construal perceived fit higher than those with independent self-construal, but when perspective taking was activated, consumers with independent self-construal also perceived fit as highly as those with interdependent self-construal. When the CSR fit was high or low, the influence of the two variables did not appear. Study 2 examining the role of processing motivation showed that even if the CSR fit was low, the interactive effect of self-construal and perspective taking occurred when consumers' information processing motivation was activated. Based on these experimental results, we proposed academic and practical implications.

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