The present research investigates whether corporate social responsibility (CSR) reduces negative and promotes positive responses to service failures among value-aligned customers. Study 1 shows that customers are less likely to experience anger and spread negative word of mouth following a service failure when a firm engages in high (donating 15% of profits to environmental conservation) but not low (donating 2% of profits) levels of environmental CSR, but only if customers are high in environmental concern. In Study 2, the authors explore the benefits of CSR policies that target a broader range of beneficiaries versus policies that offer customers a choice over the firm's CSR allocations. Compared with a no-CSR policy, CSR with choice has a stronger effect on customers' emotions and intentions by enhancing perceived value alignment, reducing anger and regret over choosing the firm, and increasing guilt over harming the firm. These emotions subsequently reduce negative word of mouth and increase positive word of mouth and repurchase intentions. The results support the benefits of value-aligned and choice-based CSR policies in the wake of service failures.

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This study proposes that certain religious and spiritual beliefs—specifically, representations of God—play an indirect but influential role in cognitive processing of (1) sustainability behaviors, (2) the importance of proenvironmental policies, and (3) their willingness to vote for proenvironmental policies. Across three studies, this research investigates the role of three representations of God: (1) God as an authoritarian personified being, (2) God as a benevolent personified being, and (3) God as a mystical cosmic force. The results of Study 1 suggest that attitude toward nature mediates the relationship between these representations of God and three sustainability behaviors. Similarly, the results of Study 2 suggest that attitude toward nature mediates the relationship between these representations of God and the importance of proenvironmental policies. In addition, the authors find self-transcendence to be an antecedent of belief in a mystical representation of God. Study 3 includes awe as an antecedent of self-transcendence and generally replicates the findings from Study 2 regarding the role of the representations of God in people's cognitive processing of their willingness to vote for proenvironmental policies.