| Summary: | Companies may be confused by consumers’ perceptions of hypocrisy related to corporate social responsibility activities. This study investigates the mechanism of consumer response to perceived hypocrisy and determines that internal attribution and negative emotion play vital roles. The findings may be summarized as follows. First, the consumers’ internal attribution of corporate hypocrisy increases the perceived hypocrisy. Second, the consumers’ internal attribution of corporate hypocrisy also increases their negative emotions. Third, consumers’ perceptions of hypocrisy intensify their negative emotions. Fourth, the negative emotions of consumers negatively influence their attitude toward companies. Finally, consumers’ negative emotions increase their negative behavior. The findings demonstrate that the influence of perceived hypocrisy on consumers’ attitude and behavior is affected by negative emotion. Consumers’ internal attribution of corporate hypocrisy affects their perceptions of hypocrisy, prompting negative emotions. The psychological and behavioral mechanism of consumer response to perceived hypocrisy is discussed, thus contributing to the study of corporate hypocrisy.
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