ABSTRACT
This chapter addresses the relevance of CSR cue perception and CSR knowledge during the transition to parenthood for different product categories, including baby care items, baby clothes, and baby equipment. A within-subject experiment was conducted that used a remote eye tracking device, showing new parents images of baby product advertisements that carry CSR cues. The findings suggest that baby equipment in particular generates a high level of attention to CSR cues. However, visual CSR cue attention does not automatically lead to higher CSR knowledge. While demographics such as gender and parental status (parent vs. expecting parent) play only a minor role in looking at a CSR cue, age also appears to have a stronger effect. These findings may assist managers in advertising certain product categories or when targeting a specific consumer group to increase the likelihood of a CSR cue being visually perceived and cognitively processed by consumers.
