New Publication by Prof. Dr. Victoria-Sophie Osburg: "Purpose and profit: Understanding consumer reactions to social enterprises in retail and services”

The Chair of Business Administration and Psychology is pleased to announce a new publication in the Journal of Retailing and Consumer Services (VHB A), co-authored by Niek Althuizen (MBS School of Business), Carlos Raúl Sánchez Sánchez (MBS School of Business), Verena Batt (Lucerne University of Applied Sciences and Art) and Mareike Falter (University of Hohenheim).

Key Insights:

Consumers see social enterprises and for-profit organizations as equally competent.
Social enterprises are seen as warmer and more moral than for-profit organizations.
Morality perceptions are another social cognition that may influence their behavior.
Consumer cognitions (warmth, competence, morality) influence affective responses.
Consumers' affective responses ultimately influence their behavioral intentions.

Interested readers can access the paper here

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