Consumer perceptions of price increase by CSR: Focusing on construal level and consumer attribution

Abstract

Product price increases caused by Corporate Social Responsibility (CSR) activities can stifle sales. In this study, we investigate consumers’ perceptions of prices raised by CSR and ways to improve negative consumer viewpoints. This study presents consumers’ construal level and internal attribution as key variables. As a result of Study 1 applying 2 (price level) x 2 (construal level) between-subjects analysis, consumers with activated high-level construal perceived product price as a benefit derived from CSR, whereas those with activated low-level construal perceived product price as a cost. As a result of Study 2 examining the influence of intrinsic attribution, the negative effect of product price was mitigated when consumers’ intrinsic attribution was activated. Consumers with intrinsic attribution perceived product price as benefits of CSR regardless of their construal level. The results of this study are expected to provide important guidelines regarding the success of corporate CSR strategies. Finally, we propose the related academic and practical implications.