Everything We Do, You Do: The Licensing Effect of Prosocial Marketing Messages on Consumer Behavior

References

• Bandura A (2001) Social cognitive theory: An agentic perspective. Annual Rev. Psych. 52(1):1–26.Crossref, Google Scholar
• Baumeister RF (1999) The Self in Social Psychology (Psychology Press, Philadelphia).Google Scholar
• Baumeister RF (2010) The self. Baumeister RF, Finkel EJ, eds. Advanced Social Psychology: The State of the Science (Oxford University Press, New York), 139–176.Google Scholar
• Bhattacharya CB, Sen S (2004) Doing better at doing good: When, why and how consumers respond to corporate social initiatives. Calif. Management Rev. 47(1):9–24.Crossref, Google Scholar
• Block LG, Keller PA (1995) When to accentuate the negative: The effects of perceived efficacy and message framing on intentions to perform a health-related behavior. J. Marketing Res. 32(2):192–203.Crossref, Google Scholar
• Bonini SMJ, Mendonca LT, Oppenheim JM (2006) When social issues become strategic. McKinsey Quart. 2(2):20–31.Google Scholar
• Brown TJ, Dacin PA (1997) The company and the product: Corporate associations and consumer product responses. J. Marketing 61(1):68–84.Crossref, Google Scholar
• Burnkrant RE, Unnava HR (1995) Effects of self-referencing on persuasion. J. Consumer Res. 22(1):17–26.Crossref, Google Scholar
• Cialdini RB (2003) Crafting normative messages to protect the environment. Current Directions Psych. Sci. 12(4):105–109.Crossref, Google Scholar
• Cialdini RB, Reno RR, Kallgren CA (1990) A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places. J. Personality Soc. Psych. 58(6):1015–1026.Crossref, Google Scholar
• Dahl DW, Honea H, Manchanda RV (2003) The nature of self-reported guilt in consumption contexts. Marketing Lett. 14(3):159–171.Crossref, Google Scholar
• Drumwright ME (1996) Company advertising with a social dimension: The role of noneconomic criteria. J. Marketing 60(4):71–87.Crossref, Google Scholar
• Du S, Bhattacharya CB, Sen S (2007) Reaping relational rewards from corporate social responsibility: The role of competitive positioning. Internat. J. Res. Marketing 24(3):224–241.Crossref, Google Scholar
• Du S, Bhattacharya CB, Sen S (2010) Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. Internat. J. Management Rev. 12(1):8–19.Crossref, Google Scholar
• Festinger L (1954) A theory of social comparison processes. Human Relations 7(2):117–140.Crossref, Google Scholar
• Fishbach A, Dhar R (2005) Goals as excuses or guides: The liberating effect of perceived goal progress on choice. J. Consumer Res. 32(3):370–377.Crossref, Google Scholar
• Griskevicius V, Tybur JM, Bergh BV (2010) Going green to be seen: Status, reputation, and conspicuous conservation. J. Personality Soc. Psych. 98(3):392–404.Crossref, Google Scholar
• Hoeffler S, Keller KL (2002) Building brand equity through corporate societal marketing. J. Public Policy Marketing 21(1):78–89.Crossref, Google Scholar
• Khan U, Dhar R (2006) Licensing effect in consumer choice. J. Marketing Res. 43(2):259–66.Crossref, Google Scholar
• Kivetz R, Simonson I (2002) Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards. J. Marketing Res. 39(2):155–170.Crossref, Google Scholar
• Kouchaki M (2011) Vicarious moral licensing: The influence of others’ past moral actions on moral behavior. J. Personality Soc. Psych. 101(4):702–715.Crossref, Google Scholar
• Leary MR (2007) Motivational and emotional aspects of the self. Annual Rev. Psych. 58:317–344.Crossref, Google Scholar
• Lichtenstein DR, Drumwright ME, Braig BM (2004) The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. J. Marketing 68(4):16–32.Crossref, Google Scholar
• Luo X, Bhattacharya CB (2009) The debate over doing good: Corporate social performance, strategic marketing levers, and firm-idiosyncratic risk. J. Marketing 73(6):198–213.Crossref, Google Scholar
• Margolis JD, Walsh JP (2003) Misery loves companies: Rethinking social initiatives by business. Admin. Sci. Quart. 48(2):268–305.Crossref, Google Scholar
• Mazar N, Zhong C (2010) Do green products make us better people? Psych. Sci. 21(4):494–98.Crossref, Google Scholar
• Mazar N, Amir O, Ariely D (2008) The dishonesty of honest people: A theory of self-concept maintenance. J. Marketing Res. 45(6):633–644.Crossref, Google Scholar
• Menon A, Menon A (1997) Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy. J. Marketing 61(1):51–67.Crossref, Google Scholar
• Mullen E, Monin B (2016) Consistency versus licensing effects of past moral behavior. Annual Rev. Psych. 67:363–385.Crossref, Google Scholar
• Okada EM (2005) Justification effects on consumer choice of hedonic and utilitarian goods. J. Marketing Res. 42(1):43–53.Crossref, Google Scholar
• Olsen MC, Slotegraaf RJ, Chandukala SR (2014) Green claims and message frames: How green new products change brand attitude. J. Marketing 78(5):119–137.Crossref, Google Scholar
• Preacher KJ, Hayes AF (2008) Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behav. Res. Methods 4(3):879–891.Crossref, Google Scholar
• Rosenberg M (1979) Conceiving the Self (Robert E. Krieger, Malabar, FL).Google Scholar
• Schwartz SH (1992) Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Zanna MP, ed. Advances in Experimental Social Psychology, Vol. 25 (Academic Press, New York), 1–65.Crossref, Google Scholar
• Sen S, Bhattacharya CB (2001) Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. J. Marketing Res. 38(2):225–243.Crossref, Google Scholar
• Sen S, Bhattacharya CB, Korschun D (2006) The role of corporate social responsibility in strengthening multiple stakeholder relationships: A field experiment. J. Acad. Marketing Sci. 34(2):158–166.Crossref, Google Scholar
• Sheehan KB (2004) Controversies in Contemporary Advertising (Sage, Thousand Oaks, CA).Google Scholar
• Sood S, Forehand M (2005) On self-referencing differences in judgment and choice. Organ. Behav. Human Decision Processes 98(2):144–154.Crossref, Google Scholar
• Symons CS, Johnson BT (1997) The self-reference effect in memory: A meta-analysis. Psych. Bull. 121(3):371–394.Crossref, Google Scholar
• Torelli CJ, Monga AB, Kaikati A (2012) Doing poorly by doing good: Corporate social responsibility and brand concepts. J. Consumer Res. 38(5):948–963.Crossref, Google Scholar
• Wade-Benzoni KA, Li M, Thompson LL, Bazerman MH (2007) The malleability of environmentalism. Analyses Soc. Issues Public Policy 7(1):163–89.Google Scholar
• Wagner T, Lutz RJ, Weitz BA (2009) Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. J. Marketing 73(6):77–91.Crossref, Google Scholar
• White K, MacDonnell R, Dahl DW (2011) It’s the mind-set that matters: The role of construal level and message framing in influencing consumer efficacy and conservation behaviors. J. Marketing Res. 48(3):472–485.Crossref, Google Scholar