"Mind over heart?": exploring the influence of emotional, cognitive and behavioral responses to CSR in challenging times

Saraeva, A. ORCID: https://orcid.org/0000-0003-2223-4310, Garnelo-Gomez, I. ORCID: https://orcid.org/0000-0002-8391-3221 and Shamma, H. (2024) "Mind over heart?": exploring the influence of emotional, cognitive and behavioral responses to CSR in challenging times. Corporate Reputation Review. ISSN 1479-1889 doi: 10.1057/s41299-024-00196-0

Abstract/Summary

A lot of previous research has focused on the public’s intentions to support organizations based on their actions related to Corporate Social Responsibility (CSR). However, people’s perceptions of CSR during challenging times are yet to be fully explored. This study aims to fill this gap by investigating the relationship between the public’s emotional, cognitive and behavioral responses to CSR during uncertain times (i.e., a global pandemic). A total sample of 407 responses were collected during the first wave of the global pandemic across two countries, representing the European and African continents. The results show that in challenging times, negative emotions appear to fade into the background and do not play a significant role. Interestingly, cognitive evaluations (mind) are the strongest predictors of perceptions of CSR, whilst positive emotions (heart) are the key drivers of behavioral response towards the company. Theoretical and managerial implications are also discussed.

Item Type	Article
URI	https://centaur.reading.ac.uk/id/eprint/116742
Identification Number/DOI	10.1057/s41299-024-00196-0
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship Henley Business School > Leadership, Organisations, Behaviour and Reputation
Publisher	Palgrave Macmillan
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