Values motivation and concern for appearances: the effect of personality traits on responses to corporate social responsibility

The present research seeks to examine differences in support for corporate social responsibility based on certain personality traits. Secondary data from a nationally representative sample of 6065 respondents were examined. The results demonstrate that individuals motivated by a concern for appearances, an egoistic enhancement motivation, as well as individuals motivated by their values, make purchases in support of corporate philanthropy. However those concerned for appearances do not view CSR as a normative requirement, unlike those motivated by their values. Copyright (C) 2006 John Wiley & Sons, Ltd.