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ISSN : 1229-8778
This research investigates how evaluation mode (separate vs. joint evaluation) influences consumers’ purchase intentions about a CSR vs. non-CSR product. Participants evaluated a CSR product either when it was presented alone (separate evaluation mode) or when it was presented along with a non-CSR product (joint evaluation mode). They were then divided into high vs. low social responsibility group based on measures of their general social responsibility. Results from experiment indicated that participants with high social responsibility were more willing to purchase a CSR product than those with low social responsibility when it was presented alone, but not when it was presented along with a non-CSR product. When mortality was made salient via priming, however, the difference in purchase intention between high and low social responsibility groups was significant regardless of separate vs. joint evaluation mode. Finally, mediation analyses suggest that these effects were likely to be mediated by participants’ perceptions of price fairness about the product.
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