Showing papers by "Fabrice Larceneux published in 2011"
TL;DR: In this paper, the authors investigate the role of independent sustainability ratings on consumers' responses to companies' corporate social responsibility (CSR) communication and find that consumers infer less intrinsic motives by the brand.
Abstract: Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet, consumers, overwhelmed by these more or less well-founded CSR claims, often have trouble identifying truly responsible firms. This confusion encourages ‘greenwashing’ and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers’ responses to companies’ CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter ‘greenwashing’ and encourage virtuous firms to persevere in their CSR practices.
451 citations
Posted Content•
TL;DR: In this paper, the authors investigate the role of independent sustainability ratings on consumers' responses to corporate social responsibility (CSR) communication and find that consumers infer less intrinsic motives by the brand.
Abstract: Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims often have trouble identifying truly responsible firms. This confusion encourages "greenwashing" and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers' responses to companies' CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter "greenwashing" and encourage virtuous firms to persevere in their CSR practices.
391 citations
01 Dec 2011
TL;DR: In this paper, a sample of 622 popular movies released between 2005 and 2009 in France was used to confirm the divergence of tastes: professional experts grant no special value to movies that ordinary consumers prefer, while publication on the Internet of "hybrid" tastes builds an artificial form of convergence which can be useful for the market's actors.
Abstract: The omnipresence of professional experts in the debates and marketing strategies around movies raises the question of the proximity of their judgments with those of the "ordinary consumer". Two theoretical perspectives compete on this matter: divergence or convergence of tastes. Based on a sample of 622 popular films released between 2005 and 2009 in France, this research confirms the divergence of tastes: professional experts grant no special value to movies that ordinary consumers prefer. However, our results also suggest that publication on the Internet of "hybrid" tastes (those of web users and media critics) builds an artificial form of convergence which can be useful for the market’s actors.
9 citations
01 Dec 2011
TL;DR: In this paper, the authors investigate the divergence or convergence of gouts between experts and consommateurs ordinaires in movies and conclude that experts n'accordent aucune valeur aux films apprecies par consumers.
Abstract: L'omnipresence des " specialistes " dans les debats et les strategies commerciales autour des films pose la question de la proximite de leurs jugements avec celui des " spectateurs ordinaires " auxquels ces memes films sont destines. Deux perspectives theoriques s'opposent a cet egard, que l'article propose d'explorer : celle de la divergence ou de la convergence des gouts. Les resultats obtenus en France sur un echantillon de 622 films populaires confirment la divergence des gouts : les specialistes n'accordent aucune valeur aux films apprecies par les consommateurs ordinaires. Toutefois, l'article suggere egalement que la publication sur Internet de jugements " hybrides ", entre esthetique savante et preference populaire (ceux des internautes ou des critiques des medias), construit une forme artificielle de convergence utile aux differents acteurs du marche.
8 citations
10 May 2011
TL;DR: In this paper, auteur rappelle l'importance de la prise en compte de cette dimension, tout en invitant au prolongement des reflexions sur ce theme.
Abstract: Devenir proprietaire de son logement est un objectif largement partage, notamment en France. Audela des implications socio-economiques, l’acquisition de son logement constitue un acte ontologique, fortement impliquant sur le plan psychologique. L’auteur rappelle l’importance de la prise en compte de cette dimension, tout en invitant au prolongement des reflexions sur ce theme
7 citations