- Self-referencing significantly mediates the relationship between self-motives and purchase intention, moderated by a consumer’s perception toward a business’s role in society.
- Congruent values between self-motive and perception of corporate social responsibility initiatives can increase self-referencing, which can result in increased purchase intention.
- Marketers should find ways to appeal to both status consumption motives and consumers’ perceptions of a business’s societal role.
Companies are communicating increasingly about their efforts in the realm of corporate social responsibility (CSR; Tata and Prasad, 2015). These initiatives have become a mainstream marketing strategy (Eberle, Berens, and Li, 2013). Among Americans, 83...