LAUSR

We examined the influence of mindset on consumers when they are deciding whether or not to purchase products on the basis of corporate social responsibility (CSR) considerations. We conducted 3 experiments in which 294 participants filled out a survey about their purchase decisions. The results showed that companies’ CSR effectively promoted consumers’ purchase intention. In addition, a global mindset increased CSR-based purchase intention, whereas a local mindset weakened purchase intention. The effect of purchase intention on consumers’ mindset was shown through colors: Red stimulated consumers’ local mindset and reduced their CSR-based purchase intention, whereas blue stimulated their global mindset and enhanced their CSR-based purchase intention. Thus, we recommend that marketing staff use colors to manipulate consumers’ mindset during CSR-based purchase decision making.