Todd Green
Proposed Table of Contents
BUS982
September 26th, 2010
TABLE OF CONTENTS
Heading
Abstract
General Dissertation
Introduction
Description
General introduction of the three papers including
discussion of different methodologies being used to
examine CSR from the point of view of consumers and
firms
Begins with discussion of growing importance of CSR in
the corporate and size of markets such as eco-friendly
products and fair-trade that are included in the CSR
umbrella.
Page
Number (s)
2
3-6
I next used a commonly agreed definition from the CSR
literature to introduce the concept and how I have chosen
to define it: McWilliams and Siegel (2001) define CSR
“actions taken by the firm intended to further social goods
beyond the direct interests of the firm and that which is
required by law.”
Discussion of variety of CSR activities that firms engage
in and the literature that has examined the consumer
response to CSR.
Paper 1: Title Page
Introduction
General introduction to each of the three papers included
in the dissertation.
WHEN THE GOING GETS TOUGH, DO THE TOUGH
KEEP GIVING?
ADVERTISING CORPORATE SOCIAL
RESPONSIBILITY DURING A RECESSION
The recent global recession represented harsh economic
conditions not experienced since the Great Depression of
the 1930’s and resulted in businesses having to make
difficult tradeoffs and shift their priorities. The decision
to remain committed to corporate social responsibility
(CSR) initiatives such as corporate donations, employee
volunteerism, and green energy initiatives represent
examples of the difficult decisions managers were faced
with during the recession. (Note: this is a direct excerpt
from the introduction). The introduction section continues
7
8-11
Literature Review: a)
CSR communications
in a Recession and b)
Changes in CSR
strategy during a
recession
to discuss how recessions have tended to diminish the
level of interest in CSR and that currently there are mixed
messages amongst managers as to whether CSR will
remain a high priority. Moving beyond whether CSR
itself is important, different forms of CSR (different
activities) such as philanthropy have been shown to be
less strategic. This section outlines the contributions to
the literature such as providing a complement to Green
and Peloza’s (2011) study of CSR and the consumer
response to the recession and the systematic review of
actual firm behaviour through examining their
advertisements overcomes the attitude-behaviour gap.
These sections examine how advertising is impacted
during a recession in general (i.e. tends to decrease); also
examine the different levels of importance of different
forms of CSR. The discussion leads to the following
hypotheses at the end of each respective section:
11-16
H1: The ratio of CSR-related messages to non-CSR
messages in advertisements will be lower during
recessionary periods than in periods of economic growth.
H2: The ratio of product-related CSR-related messages
that create self-oriented value to those that provide otheroriented value with be higher during recessionary periods
than in periods of economic growth.
Method
Sample
Coding Categories
Unit of Analysis
Data Analysis
Discussion of content analysis in terms of general
description of why it is appropriate, how it has been used
before in marketing and CSR specifically
Discussion of the magazines selected to be included in
this study and why magazines represent a good
advertising mechanism to study.
This includes discussion of how independent judges will
be trained to code a set of advertisements and reliability
measures will be taken.
I have developed coding categories across the types of
CSR activities, industry, type of advertisement (CSRrelated vs. non-CSR related), before, during, after
recession and the type of product in the advertisement.
This outlines the statistical treatment to be completed on
the data. Examples include chi-square test to determine if
the proportion of CSR-related advertisements decreased
during the recession compared to before and will also be
conducted on the proportions of the types of CSR
activities advertised during the recession.
16
17
17-18
18-19
19-20
Implications
Paper 2: Title
Introduction
Lit review
Study 1:
Study 2:
Discussion of implications for managers and researchers.
One example is that previous CSR research has found that
commitment to CSR is an important variable when
determining consumer attributions of why the company
engaged in CSR. For example, a company that chose to
discontinue CSR in the recession could be viewed as not
being committed to CSR and receive an egoistic
attribution as to why they previously engaged in CSR.
THE IMPACT OF ORGANIZATION SIZE ON THE
CONSUMER RESPONSE TO CSR
Discussion of consumer support for CSR based on
literature; general trend towards monitoring how
companies are behaving, specifically their social
responsibility and this trend is magnified for large firms;
despite focus on large firms in the literature, evidence
exists that small firms are also engaging in CSR; outline
of contributions i.e. consumer response has not been
examined in previous literature and based on the sheer
size of the small business sector in the US alone (29
million companies), it is an important sector to examine.
Early discussion of the role of expectations and
attributions in CSR literature and differences between
small and large firms.
Discussion of expectations and attributions from the CSR
literature i.e. what role does expectations play, how has it
been studied, some high level findings and same for
attributions but also includes discussion of the types of
attributions consumers have and the impact on the
consumer response to CSR.
This includes discussion of the objectives of the first
study. In recent discussions I have had with John, this
might become a pre-test to determine that expectations
are generally lower for small businesses compared to
large when it comes to engaging in CSR. Another
objective is to show that consumers rate small businesses
as socially responsible without them doing anything (i.e.
halo effect of being small). I also will incorporate
interview findings from my study before that suggested
expectations are much lower for small businesses. This
section will also outline how I will conduct the study, the
# of participants, the measures (i.e. company evaluations,
expectations adapted from previous studies, purchase
intentions)
The purpose of this study is to examine how consumers
respond to small and large firms when they either have a
positive third-party evaluation of their CSR record or a
20-22
23
24-27
27-33
33-35
36-38
Study 3:
Study 4:
Implications
Paper 3:
Introduction
Lit Review
Study 1
negative evaluation of their CSR record. Another
objective is to introduce the role of attributions that
consumers make as to why firms engage in socially
responsible or irresponsible behaviour and examine the
differences in attributions between small and large firms.
This study will follow the methodology and procedure of
Study 2 but instead will use a repeated-measures design
and use a choice task as an outcome variable in order to
address the attitude-behaviour gap.
Currently this study is included to examine whether large
businesses are evaluated more positively when they
engage in local-level CSR activities versus nation-wide.
Initially, it was going to be a 2x2 with small/large x
local/national but I think this might come out to be honest
and I will discuss this in class further if it makes sense.
This will naturally flow from the findings but I think one
implication will be for future research to consider
including small businesses in the literature.
CARROTS AND STICKS: THE EFFECTS OF
FRAMING ON CONSUMER CONSERVATION
BEHAVIORS
Discussion of my own personal motivation to conduct the
paper related to introduction of plastic bag fees at
Shoppers’ Drug Mart and discussion of how I don’t tend
to bring my own mug and the interest to better understand
this. Discussion of how CSR activities can be intended to
change consumption behaviour that results in a positive
environmental outcome and how firms can choose to
frame these initiatives as a gain or loss. I will also outline
the contributions included a unique methodology
Discussion of initial use of prospect theory (Tversky and
Kahneman); how prospect theory has been used in
marketing studies and CSR more specifically. So far I
have read one instance of prospect theory being related to
CSR and it is related to the idea of a reference point for
consumers (being ethical) and exceeding expectations is
viewed as a gain by consumers and not meeting them is
viewed as a loss by consumers. I will also include the
discussion of carrots and sticks literature I have read
related to curbing consumer behaviour, specifically
related to the environment.
This experiment is intended to determine whether a CSR
activity that is framed as a gain or a loss is more effective
in terms of its impact on consumers’ behaviour.
Participants will be invited to be involved in a taste test in
exchange for $2 and a chance to be involved in tasting a
38-39
TBD
40-42
43-46
46-54
55-57
Study 2
Implications
Reference List
new flavour of coffee that is being introduced on campus.
The participants will be divided into either a gain
condition (they get $2.10 if they bring their own mug)
and a loss condition (they get $1.90 if they don’t bring
their own mug). The company description will not vary
outside of whether they provide a discount or a surcharge
for the use of your own mug or using one of their own. I
will record the proportion in each condition that brings
the mug and capture company evaluation measures,
attributions and taste evaluations
I plan to replicate this study but in a cafe setting with
consumers outside of the student population and follow
the same procedure.
Again, these will flow out of the findings but the high
level implication I envision including here is related to
how framing impacts the compliance by consumers to
engage in behaviour that has a positive impact on the
environment and how firms are viewed who choose to
either try to invoke change through either a carrot or stick
approach.
Sorry for the mess everyone but I have been working on
each paper individually (maybe a bad idea) and have
listed the references by paper. The framing paper has a
bunch more that I have been drawing from and have not
yet listed.
57-59
60-62
62-74
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