Understanding why consumers evaluate corporate social responsibility (CSR) initiatives so differently remains an important psychological challenge. This paper approaches the topic through Reinforcement Sensitivity Theory (RST), providing a fresh conceptual perspective on how fundamental behavioral systems may guide individual responses to CSR efforts.

RST distinguishes between the Behavioral Activation System (BAS), which orients individuals toward rewards and positive outcomes, and the Behavioral Inhibition System (BIS), which heightens sensitivity to potential risks, uncertainty, and negative cues. Applying these mechanisms to CSR, the paper suggests that individuals with higher BAS sensitivity are likely to interpret CSR activities as value-enhancing signals, thus supporting brand trust, moral self‐regard, or perceived societal benefit. Conversely, those with stronger BIS tendencies may react more cautiously, attending to possible inconsistencies, strategic motives, or perceived credibility gaps.

Rather than relying solely on rational or normative explanations of CSR attitudes, this framework foregrounds basic psychological propensities that help explain persistent attitudinal variation. The paper develops a theoretical model linking RST profiles to CSR evaluations, offering a platform for future empirical testing across cultural and organizational contexts. By integrating personality-based motivations with contemporary CSR research, the study contributes to a psychologically grounded approach that may help scholars and practitioners better anticipate heterogeneous public reactions and design communication strategies that align with underlying motivational systems.

Authors:
Sami Kajalo, Aalto University School of Business, Finland

About the Presenter(s)
Dr Sami Kajalo is currently Senior University Lecturer at Aalto University School of Business, Espoo, Finland.

Connect on Linkedin
https://www.linkedin.com/in/sami-kajalo

See this presentation on the full schedule – Wednesday Schedule

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