The effect of CSR expectancy violation: value from expectancy violation theory and confirmation bias

This study applies expectancy violation theory and confirmation bias to the corporate social responsibility (CSR) context to explore how consumers respond to a corporation’s CSR activities. A 2 (CSR expectancy: higher vs. lower) X 2 (CSR practice: good vs. bad) experimental study examines how both negative and positive expectancy violation/conformity influence consumers’ attitudes to a corporation and their intentions to support it. The results...