Warm Glow or Extra Charge? The Ambivalent Effect of Corporate Social Responsi…

Prior research has firmly established that consumers draw benefits from a firm?s engagement in corporate social responsibility (CSR), especially the feeling of a ?warm glow.? These benefits positively affect several desirable outcomes, such as willingness to pay and customer loyalty. The authors propose that consumers do not blindly perceive benefits from a firm?s CSR engagement but tend to sus…