心态
企业社会责任
营销
业务
广告
心理学
公共关系
政治学
认识论
哲学
作者
Xiaoping Liu,Lijing Mao,Wenxiang Deng
出处
期刊:Social Behavior and Personality
[Scientific Journal Publishers]
日期:2018-10-04
卷期号:46 (10): 1647-1656
被引量:13
摘要
We examined the influence of mindset on consumers when they are deciding whether or not to purchase products on the basis of corporate social responsibility (CSR) considerations. We conducted 3 experiments in which 294 participants filled out a survey about their purchase decisions. The results showed that companies' CSR effectively promoted consumers' purchase intention. In addition, a global mindset increased CSR-based purchase intention, whereas a local mindset weakened purchase intention. The effect of purchase intention on consumers' mindset was shown through colors: Red stimulated consumers' local mindset and reduced their CSR-based purchase intention, whereas blue stimulated their global mindset and enhanced their CSR-based purchase intention. Thus, we recommend that marketing staff use colors to manipulate consumers' mindset during CSR-based purchase decision making.
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