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
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.
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