"Mind over heart?": Exploring the influence of emotional, cognitive, and behavioral responses to CSR in challenging times

A lot of previous research has focused on the public’s intentions to support organizations based on their actions related to Corporate Social Responsibility (CSR). However, people’s perceptions of CSR during challenging times are yet to be fully explored. This study aims to fill this gap by investigating the relationship between the public’s emotional, cognitive, and behavioral responses to CSR during uncertain times (i.e., a global pandemic). A total sample of 407 responses were collected during the first wave of the global pandemic across two countries, representing the European and African continents. The results show that in challenging times, negative emotions appear to fade into the background and do not play a significant role. Interestingly, cognitive evaluations (mind) are the strongest predictors of perceptions of CSR, while positive emotions (heart) are the key drivers of behavioral response toward the company. Theoretical and managerial implications are also discussed.