Exploring the Social and Business Returns of a Corporate Oral Health Initiative Aimed at Disadvantaged Hispanic Families

12 Pages Posted: 1 Oct 2013

See all articles by Shuili Du

Shuili Du

Simmons College

Sankar Sen

City University of New York (CUNY) - Allen G. Aaronson Department of Marketing & International Business

CB Bhattacharya

European School of Management and Technology (ESMT); Katz Graduate School of Business University of Pittsburgh

Date Written: 2008

Abstract

This research investigates the impact of a corporate oral health initiative aimed at disadvantaged Hispanic families, especially the children. We find that the initiative promotes oral health behaviors only among less acculturated families. Moreover, it does so by both enhancing participant children’s beliefs about the physical and psychosocial benefits of oral health behaviors and strengthening the link between the psychosocial beliefs and behaviors. We also find that when parents of the participant children believe that the program has been beneficial to them, they are willing to engage in reciprocal behaviors, such as purchasing and supporting the corporate sponsor’s products.

Keywords: corporate social responsibility, oral health, disadvantaged families

Suggested Citation

Du, Shuili and Sen, Sankar and Bhattacharya, Chitrabhanu, Exploring the Social and Business Returns of a Corporate Oral Health Initiative Aimed at Disadvantaged Hispanic Families (2008). Journal of Consumer Research, Vol. 35, October 2008, Available at SSRN: https://ssrn.com/abstract=2333530

Shuili Du

Simmons College ( email )

300 The Fenway
Boston, MA 02115
United States

Sankar Sen

City University of New York (CUNY) - Allen G. Aaronson Department of Marketing & International Business ( email )

One Bernard Baruch Way, B12-240
New York, NY 10010-5585
United States

Chitrabhanu Bhattacharya (Contact Author)

European School of Management and Technology (ESMT) ( email )

Schlossplatz 1
10117 Berlin
Germany

Katz Graduate School of Business University of Pittsburgh ( email )

Pittsburgh, PA
United States
4123834212 (Phone)

HOME PAGE: http://www.business.pitt.edu/faculty/bhattacharya

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