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Drawing Inferences About Others on the Basis of Corporate Associations

Ewha Womans University, yeosunyoon{at}ewha.ac.kr

Zeynep Gürhan-Canli

Koç University, zcanli{at}ku.edu.tr

Beyza Bozok

Koç University

This research examined how observers use corporate associations (e.g., environmental responsibility) in drawing inferences about a target consumer’s dispositions (e.g., whether the target person really cares about the environment). Respondents read a scenario describing a target consumer purchasing a certain brand of pens, whose maker had recently teamed up with an environmental organization. It was found that target-related factors (e.g., impression motivation, the consistency of behavior) and company-related factors (e.g., the congruity of the supported cause with the company’s reputation) systematically influenced the dispositional inferences made by the observers.

Key Words: corporate social responsibility • impression motivation • inference making

Journal of the Academy of Marketing Science, Vol. 34, No. 2, 167-173 (2006)
DOI: 10.1177/0092070305284981


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