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The Influence of Consumer Mindset and Corporate Social Responsility on Purchase Intention

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We examined the influence of mindset on consumers when they are deciding whether or not to purchase products on the basis of corporate social responsibility (CSR) considerations. We conducted 3 experiments in which 294 participants filled out a survey about their purchase decisions. The results showed that companies' CSR effectively promoted consumers' purchase intention. In addition, a global mindset increased CSR-based purchase intention, whereas a local mindset weakened purchase intention. The effect of purchase intention on consumers' mindset was shown through colors: Red stimulated consumers' local mindset and reduced their CSR-based purchase intention, whereas blue stimulated their global mindset and enhanced their CSR-based purchase intention. Thus, we recommend that marketing staff use colors to manipulate consumers' mindset during CSR-based purchase decision making.
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Keywords: CONSUMER DECISION MAKING; CONSUMER MINDSET; CORPORATE SOCIAL RESPONSIBILITY; GLOBAL MINDSET; LOCAL MINDSET; PURCHASE INTENTION

Document Type: Research Article

Publication date: October 1, 2018

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