The CSR Spillover Effect on Consumer Responses to Advertised Reference Price Promotion
Abstract
:1. Introduction
2. Literature Review and Hypotheses
2.1. ARP Effect and Theoretical Foundations
2.2. The Spillover Effect of CSR
2.3. CSR Contribution Type
3. Method
3.1. Study Design
3.2. Sample and Procedure
3.3. Measurement and Scale Validation
4. Analysis and Results
5. Discussion and Conclusions
5.1. Discussion
5.2. Conclusions and Implications
5.3. Limitations and Future Studies
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. Measurement Scales Used and Reliability Test
Appendix B. Mean Comparisons of ARP and CSR Perception
Appendix C. Mean Comparisons of ARP and CSR Initiative
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ARP | High CSR Perception | Low CSR Perception | ||
---|---|---|---|---|
Plausible | Exaggerated | Plausible | Exaggerated | |
Internal reference price | 4686.21 | 5174.29 | 3997.87 | 4197.62 |
Value of the deal | 3.44 | 4.44 | 3.39 | 3.70 |
Attitude towards the deal | 3.46 | 4.48 | 3.35 | 3.69 |
Purchase intention | 3.45 | 4.41 | 3.38 | 3.64 |
Absence | Money | In-Kind | ||||
---|---|---|---|---|---|---|
Plausible ARP | Exaggerated ARP | Plausible ARP | Exaggerated ARP | Plausible ARP | Exaggerated ARP | |
Internal reference price | 3857.14 | 4562.07 | 4193.10 | 4796.67 | 4206.25 | 5197.06 |
Value of the deal | 3.13 | 3.26 | 3.35 | 3.41 | 4.06 | 4.65 |
Attitude towards the deal | 3.12 | 3.25 | 3.29 | 3.46 | 4.05 | 4.67 |
Purchase intention | 3.11 | 3.24 | 3.32 | 3.42 | 4.02 | 4.62 |
Source | MANOVA | Univariate F Values | ||||
---|---|---|---|---|---|---|
Wilks’ λ | F Value | Internal Reference Price | Value of the Deal | Attitude towards the Deal | Purchase Intention | |
Main effects | ||||||
ARP | 0.44 | 54.40 ** | 210.08 ** | 21.30 ** | 28.84 ** | 24.97 ** |
CSR perception | 0.29 | 37.43 ** | 29.29 ** | 167.12 * | 170.19 ** | 168.34 ** |
Interactions | ||||||
ARP × CSR perception | 0.86 | 3.27 ** | 5.02 * | 8.60 ** | 7.70 ** | 8.70 ** |
Absence | Money | In-Kind | ||||
---|---|---|---|---|---|---|
Plausible ARP | Exaggerated ARP | Plausible ARP | Exaggerated ARP | Plausible ARP | Exaggerated ARP | |
Internal reference price | 3857.14 | 4562.07 | 4193.10 | 4796.67 | 4206.25 | 5197.06 |
Value of the deal | 3.13 | 3.26 | 3.35 | 3.41 | 4.06 | 4.65 |
Attitude towards the deal | 3.12 | 3.25 | 3.29 | 3.46 | 4.05 | 4.67 |
Purchase intention | 3.11 | 3.24 | 3.32 | 3.42 | 4.02 | 4.62 |
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Lin, C.-H.; Lii, Y.-S.; Ding, M.-C. The CSR Spillover Effect on Consumer Responses to Advertised Reference Price Promotion. Adm. Sci. 2022, 12, 30. https://doi.org/10.3390/admsci12010030
Lin C-H, Lii Y-S, Ding M-C. The CSR Spillover Effect on Consumer Responses to Advertised Reference Price Promotion. Administrative Sciences. 2022; 12(1):30. https://doi.org/10.3390/admsci12010030
Chicago/Turabian StyleLin, Chih-Huang, Yuan-Shuh Lii, and May-Ching Ding. 2022. "The CSR Spillover Effect on Consumer Responses to Advertised Reference Price Promotion" Administrative Sciences 12, no. 1: 30. https://doi.org/10.3390/admsci12010030