The Perils of Corporate Social Responsibility

When brands exhibit inconsistencies, consumers find it hard to swallow proclamations of corporate social responsibility (CSR), according to a forthcoming Journal of Consumer Research study.

Researchers found that CSR messages from brands associated with excitement and openness (Apple) or tradition and conservation (Aunt Jemima) are swiftly understood and accepted. On the contrary, when brands that suggest luxury, power, or status (Rolex) espouse their good deeds, their efforts aren't as well-received.