41 Chapter 3 We want you to do good, and not only for them. Caretaking is something I will not condemn. So please hand us a reason, so we can impulsively buy. We feel a lot better, if we can justify. In this second empirical chapter we study the effect of advertising frames of socially responsible companies (CSR advertising cues) on impulse buying urges and behavior. Moreover, we examine to what extent justification functions as a mediator in this relationship. This chapter is a response to the contemporary societal development where companies increasingly start corporate social responsibility initiatives.
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