in a wine-tasting, all partipants received general description of the winery an only some were told the winery donates 10% to the amercan heart association?
Participants who received information about the winery’s donations rated the wine as tasting better than those who weren’t told about it.
We tend to favor brands that demonstrate social responsability.
See the full study here :
Chernev, A., & Blair, S. (2015). Doing well by doing good: The benevolent halo of corporate social responsibility. Journal of Consumer Research, 41(6), 1412-1425.https://doi.org/10.1086/680089