The CSR Spillover Effect on Consumer Responses to Advertised Reference Price Promotion

Chih-Huang Lin, Yuan-Shuh Lii and May-Ching Ding
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Chih-Huang Lin: Department of Marketing, Feng Chia University, Taichung City 407, Taiwan
Yuan-Shuh Lii: Department of Marketing, Feng Chia University, Taichung City 407, Taiwan
May-Ching Ding: Department of Marketing, Feng Chia University, Taichung City 407, Taiwan

Administrative Sciences, 2022, vol. 12, issue 1, 1-13

Abstract: This paper highlights the moderating effect of retailer CSR perception and CSR contribution type on the relationship between advertised reference price (ARP) and consumer evaluations. A two-by-three between-subjects factorial design is employed with the manipulation of ARP and CSR contribution type for hypothesis testing. Experimental results show that internal reference price, value of the deal, attitude towards the deal and purchase intention are higher for the exaggerated ARP than for the plausible ARP in the high CSR perception condition. Similar effects also occur when the retailer CSR contribution type is present in the reference price advertisement. Specifically, in-kind contribution exerts larger effects than money. This study contributes to a better understanding and crafting of integrative ARP and CSR strategies to influence consumers’ price perceptions, evaluations and intentions.

Keywords: advertised reference price; corporate social responsibility; construal level; contribution type (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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