low CSR support)."* This moderating effect of CSR supportis implicit in prior research into the role of "cause affinityamong key constituents" (Drumwright 1996), "importanceof issue lo self (Haley 1996). and "personal relevance"(Creyer and Ross 1997) in consumers' reactions to CSR.More generally, because organizational identification ismotivated at least in part hy people's need to maintain a con-sistent, positive self image (Dutton, Dukerich. and Harquail1994).consumers arc more likely to identify with a com-pany when the domain of its CSR efforts is one that theythemselves support. In summary.gh [hcse terms hiivc been used inicrchangeably in prior research,lor the purpose of consistency we u.sc the tertn "character" to denote theCSR-reluted dimension of a company's iiientity.H|:Acompany's CSR initiatives will increase consumers' per-ceptions of C-C congruence.Hi:The relationship between a company's CSR initiatives andconsumers' C-C congruence perceptions will be moderatedby the consumers' support of the CSR dotTiain. The CSR-induced changes in C-C congruence perceptions will begreater for consumers who are more .supportive of tbe CSRdomain.Effect ofCSRon Company EvaluationsMuch research attests to the positive effects of people'sP-O congruence perceptions on their organization-relaledbeliefs and actions. For example. Kristof (1996) presentsevidence from a range of organizational settings and amongdifferent organizational stakeholders of the positive ellectsof P-O congruence on organizational preferences (e.g., jobcboice decisions), job satisfaction, organizational commit-ment, and turnover intentions. Tbe consequences of organi-zational identification are similarly positive. Stronger iden-tification with an organization not only strengthens people'sdesire to seek contact witb and support that organization(i.e.,organizational commitment) but also enbances organi-zation-relevant citizensbip bebaviors (Bergami and Bagozzi2000;Dutton, Dukerich. and Harquail 1994; Mad andAshforth 1992).In the consumption context, we can expect CSR-inducedC-C congruence to have a similarly positive eftect on con-sumers' evaluations of a company (Brown and Dacin 1997)because of consumers' greater commitment lo it and tbeself-enbancing effects of identification. In other words, tbeeffect of CSR on consumers' company evaluations is likelyto be mediated by consumers' C-C congruence perceptions.Moreover, tbis mediation is likely to be mtxleratcd by con-sumers' CSR support. That is, given the moderaling effect ofCSR support onC-Ccongruence perceptions, the CSR-induced changes in the company evaluations of high-CSR•"Given the consensual support of most CSR domains, we expect mostconsuiiitirs not lo be actively opposed to most CSR actions. Therefore, weconceplualixe tow CSR suppon as hierally weaker suppod of a CSRdotnain rather ihan negative support (i e.. opposition) and accompanyingdispleasure, per se.
Corporate Social Responsibility229support consumers are not only likely to be more acute tbanevaluations of low-CSR support consumers but also more