Corporate Social Responsibility And Product Evaluation;the Moderating Role Of Need For Cognitive Closure

In today’s bussiness world, the whole society pay much more attention to Corporate Social Resonsibility. Consumers tend to choose those products having good image in CSR, and all kinds of medias are busy in telling storys about those companies which did some bad things to society. So, for our companies, it does matter to decide why they need CSR and how to make CSR initiatives more effective.The present research focus on the following three questions:First, we will discuss the motivation and objective above why companies do some CSR activities through reviewing lots of papers and theory, and we believe the final objective is to introduce some profit and it is one important part of the whole business strategy; Second, based on the theory of Need for Cognitive Closure, we put forward the following point-people in the high level of NFCC will rely on CSR information on the bigger extent, which means they will give better producte evaluation to those companies whose CSR performace is better. But,this effect will disapear in people who lie in the low level in NFCC. Simuteneously, according to Negativity Bias, when there are some bad CSR imformation about brands or products, people will give consistently bad product evaluation for them. Third, past researches on this field found that CSR inforamtion is associated with relational benefits, but not transactional benefit. But obviously, gaining transactional benefits is essencial for companies, so we will discover this question by three experiments.The present research has big contribution on theory development and business firms who want to do some CSR initiatives. On one hand, we firtly introduct NFCC and Negativity bias in CSR research, and find they are important moderating factor in the relationship between CSR initiatives and product evalution. So we can have a better undersanding about how CSR initiaves make effects. On the other hand, we can make use of the findings to direct our business firms who want to do some CSR activities and get some payback.