This paper proposes and empirically demonstrates the role of elevation, as the positive emotion elicited when witness to the virtuous behaviour of others, to better understand how positive corporate social activities can induce consumer prosocial reactions (donating and volunteering) toward the same issues.

The role of elevation in consumers’ prosocial reactions to positive corporate social activities / S., Romani; Grappi, Silvia. - STAMPA. - (2012), pp. ---. (Intervento presentato al convegno Marketing to Citizens. Going beyond Customers and Consumers tenutosi a Lisbon (Portugal) nel 22-25 May 2012).

The role of elevation in consumers’ prosocial reactions to positive corporate social activities

GRAPPI, Silvia
2012-01-01

Abstract

This paper proposes and empirically demonstrates the role of elevation, as the positive emotion elicited when witness to the virtuous behaviour of others, to better understand how positive corporate social activities can induce consumer prosocial reactions (donating and volunteering) toward the same issues.
2012
Marketing to Citizens. Going beyond Customers and Consumers
Lisbon (Portugal)
22-25 May 2012
-
-
S., Romani; Grappi, Silvia
The role of elevation in consumers’ prosocial reactions to positive corporate social activities / S., Romani; Grappi, Silvia. - STAMPA. - (2012), pp. ---. (Intervento presentato al convegno Marketing to Citizens. Going beyond Customers and Consumers tenutosi a Lisbon (Portugal) nel 22-25 May 2012).
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/733847
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