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Too Cold to be Skeptical: How Ambient Temperature Moderates the Effects of CSR Communication

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  • Lasarov, Wassili
  • Mai, Robert
  • Krause, Jan S.
  • Schmidt, Ulrich
  • Hoffmann, Stefan

Abstract

Consumer reactions to firms' corporate social responsibility (CSR) communication range from favorable approval to outright skepticism toward the company. This paper contributes to the CSR literature by introducing a so-far overseen but relevant variable that helps to explain why consumer sometimes react positively and sometimes negatively to CSR communication: the ambient temperature. With a controlled 2 (CSR communication with ecological vs. economic motives) × 3 (ambient temperature: warm vs. moderate vs. cold) between-subject laboratory experiment, the authors confirm that ambient temperature moderates consumer evaluations of CSR communications. In warmer ambient temperatures, reports of ecological (vs. economic) motives induce consumer skepticism toward the CSR communication from the firm; colder temperatures appear to have no influence, in line with prior findings suggesting that the human body has a greater tolerance for cold than heat. Our findings bear several implications for managers. If they lack knowledge about ambient temperature when placing CSR campaigns, firms may risk unexpected backfiring effects. If managers can control the ambient temperature (e.g., in retail stores), they are well-advised to be cautious when placing CSR-related advertisements in warm settings.

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  • Lasarov, Wassili & Mai, Robert & Krause, Jan S. & Schmidt, Ulrich & Hoffmann, Stefan, 2021. "Too Cold to be Skeptical: How Ambient Temperature Moderates the Effects of CSR Communication," Ecological Economics, Elsevier, vol. 183(C).
    • Handle: RePEc:eee:ecolec:v:183:y:2021:i:c:s092180092100001x
    DOI: 10.1016/j.ecolecon.2021.106943
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    References listed on IDEAS

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    Cited by:

    1. Krause, Jan S. & Brandt, Gerrit & Schmidt, Ulrich & Schunk, Daniel, 2023. "Don’t sweat it: Ambient temperature does not affect social behavior and perception," Journal of Economic Psychology, Elsevier, vol. 99(C).
    2. Wassili Lasarov & Stefan Hoffmann & Ulrich Orth, 2023. "Vanishing Boycott Impetus: Why and How Consumer Participation in a Boycott Decreases Over Time," Journal of Business Ethics, Springer, vol. 182(4), pages 1129-1154, February.
    3. Nguyen, Nga & Priporas, Constantinos-Vasilios & McPherson, Mark & Manyiwa, Simon, 2023. "CSR-related consumer scepticism: A review of the literature and future research directions," Journal of Business Research, Elsevier, vol. 169(C).
    4. Kountouris, Yiannis, 2022. "Awareness days and environmental attitudes: The case of the “Earth Hour”," Ecological Economics, Elsevier, vol. 195(C).
    5. M. Trabandt & W. Lasarov & G. Viglia, 2024. "It's a pleasure to stay sustainably: Leveraging hedonic appeals in tourism and hospitality," Post-Print hal-04464032, HAL.

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