The Power of Negative Thinking: Positive Role of Guilt and Luxury Brand’s CSR in Consumer Decision-Making Process

• In Event: CSR, Communication, and Public Perceptions

Abstract

Studies have argued that CSR is not helpful for luxury brands due to the incongruence between the concepts of luxury and ethical behavior. The purpose of this study is to provide strategy for luxury brands’ CSR communication and examine the effects of emotion (i.e., guilt) on luxury brand’s CSR efforts. A 3 X 2 (CSR brand concept: luxury brand CSR vs. nonluxury brand CSR versus no CSR; emotion priming: guilt vs. neutral) between subjects randomized experiment was conducted among 138 American consumers. The results indicated a significant interaction effect among emotions and brands on a participant’s perceived CSR, as hypothesized. Specifically, participants in the neutral condition that received nonluxury brand’s CSR report yielded higher perceptions of CSR. However, in the guilt-primed condition, no significant difference between the two brands was found. The results indicate no harming effect of CSR on luxury brands among the guilt-primed participants.

Authors

• Young Eun Park, Indiana University

• Sung-Un Yang, Indiana U

• Hyunsang Son, U of Texas

• Zachary Vaughn, Indiana University