Corporate Social Responsibility (CSR) is an essential aspect of modern corporate strategy, yet consumer attitudes toward CSR are complex and shaped by psychological mechanisms that are not fully understood. This conceptual paper applies Reinforcement Sensitivity Theory (RST) to examine these mechanisms, providing new insights into consumer responses to CSR. RST identifies two primary behavioral systems: the Behavioral Activation System (BAS), which motivates individuals toward rewards, and the Behavioral Inhibition System (BIS), which responds to perceived threats. This framework helps clarify why consumers show a range of responses to CSR depending on their psychological orientation.

The paper suggests that individuals with a stronger BAS tend to view CSR positively, perceiving it as an opportunity for benefits such as increased brand trust, personal satisfaction, and a sense of social impact. Conversely, those with a dominant BIS may be more cautious, focusing on potential risks or limitations of CSR initiatives. This approach broadens traditional analyses, offering a deeper psychological perspective on why CSR elicits diverse consumer reactions.

While this paper is conceptual, it establishes a framework for future empirical research by mapping the interaction between BAS, BIS, and CSR attitudes. This model provides a foundation for exploring how psychological traits influence consumer reactions across different CSR contexts, encouraging a theoretically enriched understanding of CSR dynamics. By advancing this model, the paper seeks to deepen scholarly insights into the psychology of CSR and to provide a basis for empirical research that examines CSR through a psychological lens.

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

About the Presenter(s)
Dr. Sami Kajalo is a Senior Lecturer in Marketing at Aalto University School of Business in Finland. His research interests include digital transformation, psychology, corporate social responsibility, arts management, and retailing.

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

Connect on ResearchGate
https://www.researchgate.net/profile/Sami-Kajalo

Additional website of interest
https://bit.ly/SamiKajaloGoogleScholar

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