In today’s business environment, the importance of corporate social responsibility grows. This research tries to examine consumer reactions to two contribution types (money versus in-kind) under the condition with different psychological distances (high versus low) in CSR context. The research conducted an experimental study in National Cheng Kung University, Tainan, Taiwan. The findings of the study show that consumer perception of CSR depends not on either of the type of contribution and psychological distance but the interaction between them. Participants perceive in-kind contribution more favorable compared to monetary contribution when psychological distance between CSR activity and consumer is low. On the contrary, participants perceive monetary contribution more favorable compared to in-kind contribution when psychological distance is high. The study explains this interaction effect by the match between contribution type and psychological distance. Theoretical and practical implications are discussed.

REFERENCES
Arnett, D., German, S., & Hunt, S. (2003). The identity salience model of relationship.
Banerjee, S. B. (2008). Corporate social responsibility: The good, the bad and the ugly. Critical sociology, 34(1), 51-79.
Bar-Anan, Y., Liberman, N., & Trope, Y. (2006). The association between psychological distance and construal level: Evidence from an implicit association test. Journal of Experimental Psychology: General, 135(4), 609.
Basu, K., & Palazzo, G. (2008). Corporate social responsibility: A process model of sensemaking. Academy of management review, 33(1), 122-136.
Bhattacharya, C. B., & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California management review, 47(1), 9-24.
Bin, O., & Edwards, B. (2009). Social capital and business giving to charity following a natural disaster: An empirical assessment. The Journal of Socio-Economics, 38(4), 601-607.
Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of marketing, 55(1), 1-9.
Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. The Journal of Marketing, 68-84.
C. Grant, I. (2004). Communicating with young people through the eyes of marketing practitioners (Vol. 20).
Campbell, D., Moore, G., & Metzger, M. (2002). Corporate philanthropy in the uk 1985–2000 some empirical findings. Journal of Business Ethics, 39(1-2), 29-41.
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. The Academy of Management Review, 4(4), 497-505. doi: 10.2307/257850
Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of personality and social psychology, 39(5), 752.
Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of marketing, 64(4), 65-81.
Chang, C.-T., & Cheng, Z.-H. (2015). Tugging on heartstrings: Shopping orientation, mindset, and consumer responses to cause-related marketing. Journal of Business Ethics, 127(2), 337-350.
Chang, C. T., Chen, P. C., Chu, X. Y., Kung, M. T., & Huang, Y. F. (2018). Is cash always king? Bundling product–cause fit and product type in cause‐related marketing. Psychology & Marketing.
Chernev, A., & Blair, S. (2015). Doing well by doing good: The benevolent halo of corporate social responsibility. Journal of Consumer research, 41(6), 1412-1425.
Choi, W. J., & Winterich, K. P. (2013). Can brands move in from the outside? How moral identity enhances out-group brand attitudes. Journal of marketing, 77(2), 96-111.
Chung, S., & Park, J. (2017). Exploring consumer evaluations in social media: The role of psychological distance between company and consumer. Computers in Human Behavior, 76, 312-320.
Cochran, P. L., & Wood, R. A. (1984). Corporate social responsibility and financial performance. Academy of management Journal, 27(1), 42-56.
Commission, E. (2011). Communication from the commission to the european parliament, the council, the european economic and social committee and the committee of the regions: European Commission.
De Cesarei, A., & Codispoti, M. (2008). Fuzzy picture processing: Effects of size reduction and blurring on emotional processing. Emotion, 8(3), 352.
Deng, X. (2012). Understanding consumer’s responses to enterprise’s ethical behaviors: An investigation in china. Journal of Business Ethics, 107(2), 159-181.
Deng, X., & Xu, Y. (2017). Consumers’ responses to corporate social responsibility initiatives: The mediating role of consumer–company identification. Journal of Business Ethics, 142(3), 515-526. doi: 10.1007/s10551-015-2742-x
Devinney, T. M. (2009). Is the socially responsible corporation a myth? The good, the bad, and the ugly of corporate social responsibility. The Academy of Management Perspectives, 23(2), 44-56.
Devinney, T. M., Auger, P., & Eckhardt, G. M. (2010). The myth of the ethical consumer hardback with dvd: Cambridge University Press.
Douglas, M., & Isherwood, B. (1979). The world ofgoods. New York: Basic.
Drews, M. (2010). Measuring the business and societal benefits of corporate responsibility. Corporate Governance: The international journal of business in society, 10(4), 421-431. doi: 10.1108/14720701011069650
Du, S., Bhattacharya, C. B., & Sen, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing, 24(3), 224-241.
Edwards, S. M., Lee, J. K., & Ferle, C. L. (2009). Does place matter when shopping online? Perceptions of similarity and familiarity as indicators of psychological distance. Journal of Interactive Advertising, 10(1), 35-50.
Ein‐Gar, D., & Levontin, L. (2013). Giving from a distance: Putting the charitable organization at the center of the donation appeal. Journal of Consumer Psychology, 23(2), 197-211.
Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: Do they mix? Journal of retailing, 76(3), 393-406.
Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147-157.
Ellingsen, T., & Johannesson, M. (2011). Conspicuous generosity. Journal of Public Economics, 95(9-10), 1131-1143.
Erlandsson, A., Björklund, F., & Bäckström, M. (2015). Emotional reactions, perceived impact and perceived responsibility mediate the identifiable victim effect, proportion dominance effect and in-group effect respectively. Organizational Behavior and Human Decision Processes, 127, 1-14.
Fujita, K., Henderson, M. D., Eng, J., Trope, Y., & Liberman, N. (2006). Spatial distance and mental construal of social events. Psychological Science, 17(4), 278-282.
Galbreath, J., & Shum, P. (2012). Do customer satisfaction and reputation mediate the csr–fp link? Evidence from australia. Australian Journal of Management, 37(2), 211-229.
Gino, F., & Flynn, F. J. (2011). Give them what they want: The benefits of explicitness in gift exchange. Journal of Experimental Social Psychology, 47(5), 915-922.
GivingUSA. (2018).
Godfrey, P. C., & Hatch, N. W. (2007). Researching corporate social responsibility: An agenda for the 21st century. Journal of Business Ethics, 70(1), 87-98.
Goodpaster, K. E. (1991). Business ethics and stakeholder analysis. Business Ethics Quarterly, 1(1), 53-73. doi: 10.2307/3857592
Grau, S. L., & Folse, J. A. G. (2007). Cause-related marketing (crm): The influence of donation proximity and message-framing cues on the less-involved consumer. Journal of Advertising, 36(4), 19-33.
Green, T., & Peloza, J. (2011). How does corporate social responsibility create value for consumers? Journal of Consumer Marketing, 28(1), 48-56.
Groza, M. D., Pronschinske, M. R., & Walker, M. (2011). Perceived organizational motives and consumer responses to proactive and reactive csr. Journal of Business Ethics, 102(4), 639-652.
Hansen, J., Kutzner, F., & Michaele, W. (2013). Money and thinking: Reminders of money trigger abstract construal and shape consumer judgments. Journal of Consumer research, 39(6), 1154-1166.
Hildebrand, D., DeMotta, Y., Sen, S., & Valenzuela, A. (2017). Consumer responses to corporate social responsibility (csr) contribution type. Journal of Consumer research, 44(4), 738-758.
Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of marketing, 69(2), 84-96.
Hong, J., & Lee, A. Y. (2010). Feeling mixed but not torn: The moderating role of construal level in mixed emotions appeals. Journal of Consumer research, 37(3), 456-472.
Humphill, T. A. (1997). Legislating corporate social responsibility. Business Horizons, 40(2).
Hyllegard, K. H., Yan, R. N., Ogle, J. P., & Attmann, J. (2011). The influence of gender, social cause, charitable support, and message appeal on gen y's responses to cause-related marketing. Journal of Marketing Management, 27(1-2), 100-123. doi: 10.1080/02672571003683755
Jacobsson, F., Johannesson, M., & Borgquist, L. (2007). Is altruism paternalistic? The Economic Journal, 117(520), 761-781.
Kay, A. C., Wheeler, S. C., Bargh, J. A., & Ross, L. (2004). Material priming: The influence of mundane physical objects on situational construal and competitive behavioral choice. Organizational Behavior and Human Decision Processes, 95(1), 83-96.
Kim, J.-E., & Johnson, K. K. (2013). The impact of moral emotions on cause-related marketing campaigns: A cross-cultural examination. Journal of Business Ethics, 112(1), 79-90.
Kim, K., Zhang, M., & Li, X. (2008). Effects of temporal and social distance on consumer evaluations. Journal of Consumer research, 35(4), 706-713.
Kim, S., Lee, H.-S., & Roh, M. (2017). How multinational corporations can utilize corporate social responsibility. Social Behavior and Personality: an international journal, 45(3), 413-426.
Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis. International Journal of Research in Marketing, 21(3), 203-217.
Kogut, T., & Ritov, I. (2005). The “identified victim” effect: An identified group, or just a single individual? Journal of Behavioral Decision Making, 18(3), 157-167.
Lakoff, G., & Johnson, M. (1980). The metaphorical structure of the human conceptual system. Cognitive science, 4(2), 195-208.
Lee, E. M., Park, S.-Y., Rapert, M. I., & Newman, C. L. (2012). Does perceived consumer fit matter in corporate social responsibility issues? Journal of Business Research, 65(11), 1558-1564.
Lee, S., & Heo, C. Y. (2009). Corporate social responsibility and customer satisfaction among us publicly traded hotels and restaurants. International Journal of Hospitality Management, 28(4), 635-637.
Levine, M., Cassidy, C., Brazier, G., & Reicher, S. (2002). Self‐categorization and bystander non‐intervention: Two experimental studies 1. Journal of Applied Social Psychology, 32(7), 1452-1463.
Levine, M., & Thompson, K. (2004). Identity, place, and bystander intervention: Social categories and helping after natural disasters. The Journal of social psychology, 144(3), 229-245.
Liberman, N., Trope, Y., & Wakslak, C. (2007). Construal level theory and consumer behavior. Journal of Consumer Psychology, 17(2), 113-117.
Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of marketing, 68(4), 16-32.
Lii, Y. S., Wu, K. W., & Ding, M. C. (2013). Doing good does good? Sustainable marketing of csr and consumer evaluations. Corporate social responsibility and environmental management, 20(1), 15-28.
Lin, C.-H., Yang, H.-L., & Liou, D.-Y. (2009). The impact of corporate social responsibility on financial performance: Evidence from business in taiwan. Technology in Society, 31(1), 56-63.
Liu, W., & Aaker, J. (2008). The happiness of giving: The time-ask effect. Journal of Consumer research, 35(3), 543-557.
Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of marketing, 70(4), 1-18. doi: 10.1509/jmkg.70.4.1
Madsen, P. M., & Rodgers, Z. J. (2015). Looking good by doing good: The antecedents and consequences of stakeholder attention to corporate disaster relief. Strategic management journal, 36(5), 776-794. doi: doi:10.1002/smj.2246
Magen, Z. (1996). Commitment beyond self and adolescence: The issue of happiness. Social Indicators Research, 37(3), 235-267.
Mahoney, L. S., & Thorne, L. (2005). Corporate social responsibility and long-term compensation: Evidence from canada. Journal of Business Ethics, 57(3), 241-253.
Maignan, I. (2001). Consumers' perceptions of corporate social responsibilities: A cross-cultural comparison. Journal of Business Ethics, 30(1), 57-72.
Maignan, I., Ferrell, O. C., & Hult, G. T. M. (1999). Corporate citizenship: Cultural antecedents and business benefits. Journal of the Academy of Marketing Science, 27(4), 455-469. doi: 10.1177/0092070399274005
Mantovani, D., de Andrade, L. M., & Negrão, A. (2017). How motivations for csr and consumer-brand social distance influence consumers to adopt pro-social behavior. Journal of Retailing and Consumer Services, 36, 156-163.
Margolis, J. D., Elfenbein, H. A., & Walsh, J. P. (2007). Does it pay to be good? A meta-analysis and redirection of research on the relationship between corporate social and financial performance. Ann Arbor, 1001, 48109-41234.
Marin, L., & Ruiz, S. (2007). “I need you too!” corporate identity attractiveness for consumers and the role of social responsibility. Journal of Business Ethics, 71(3), 245-260.
Marquina Feldman, P., & Vasquez-Parraga, A. Z. (2013). Consumer social responses to csr initiatives versus corporate abilities. Journal of Consumer Marketing, 30(2), 100-111.
Martin, I. M., & Eroglu, S. (1993). Measuring a multi-dimensional construct: Country image. Journal of Business Research, 28(3), 191-210.
Marx, S. M., Weber, E. U., Orlove, B. S., Leiserowitz, A., Krantz, D. H., Roncoli, C., & Phillips, J. (2007). Communication and mental processes: Experiential and analytic processing of uncertain climate information. Global Environmental Change, 17(1), 47-58.
Mattila, A. S., & Hanks, L. (2012). Antecedents to participation in corporate social responsibility programs. Journal of Service Management, 23(5), 664-676. doi: doi:10.1108/09564231211269829
Mazodier, M., & Merunka, D. (2012). Achieving brand loyalty through sponsorship: The role of fit and self-congruity. Journal of the Academy of Marketing Science, 40(6), 807-820.
McWilliams, A., & Siegel, D. (2000). Corporate social responsibility and financial performance: Correlation or misspecification? Strategic management journal, 21(5), 603-609.
McWilliams, A., Siegel Donald, S., & Wright Patrick, M. (2006). Corporate social responsibility: Strategic implications*. Journal of Management Studies, 43(1), 1-18. doi: 10.1111/j.1467-6486.2006.00580.x
Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121-147. doi: 10.1111/j.1745-6606.2005.00006.x
Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35(1), 45-72.
Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: Stakeholder information, response and involvement strategies. Business ethics: a European review, 15(4), 323-338.
Mühlberger, A., Neumann, R., Wieser, M. J., & Pauli, P. (2008). The impact of changes in spatial distance on emotional responses. Emotion, 8(2), 192.
Nielsen. (2015) (October, 2015 ed.).
Öberseder, M., Schlegelmilch, B. B., & Murphy, P. E. (2013). Csr practices and consumer perceptions. Journal of Business Research, 66(10), 1839-1851.
Park, E., Kim, K. J., & Kwon, S. J. (2017). Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trust. Journal of Business Research, 76, 8-13.
Peloza, J., & Shang, J. (2011). How can corporate social responsibility activities create value for stakeholders? A systematic review. Journal of the Academy of Marketing Science, 39(1), 117-135.
Peloza, J., White, K., & Shang, J. (2013). Good and guilt-free: The role of self-accountability in influencing preferences for products with ethical attributes. Journal of marketing, 77(1), 104-119.
Pfeffer, J., & DeVoe, S. E. (2009). Economic evaluation: The effect of money and economics on attitudes about volunteering. Journal of Economic Psychology, 30(3), 500-508.
Philanthropy, C. E. C. (2017). Giving in numbers (2017 ed.).
Pieters, R., & Robben, H. (1999). Consumer evaluation of money as a gift: A two‐utility model and an empirical test. Kyklos, 52(2), 173-200.
Pomering, A., & Dolnicar, S. (2009). Assessing the prerequisite of successful csr implementation: Are consumers aware of csr initiatives? Journal of Business Ethics, 85(2), 285-301.
Quoidbach, J., Dunn, E. W., Petrides, K. V., & Mikolajczak, M. (2010). Money giveth, money taketh away: The dual effect of wealth on happiness. Psychological Science, 21(6), 759-763.
Reed, A. I., Aquino, K., & Levy, E. (2007). A social identity perspective on giving time vs. Money. Journal of marketing research.
Robben, H. S., & Verhallen, T. M. (1994). Behavioral costs as determinants of cost perception and preference formation for gifts to receive and gifts to give. Journal of Economic Psychology, 15(2), 333-350.
Romani, S., Grappi, S., & Bagozzi, R. P. (2013). Explaining consumer reactions to corporate social responsibility: The role of gratitude and altruistic values. Journal of Business Ethics, 114(2), 193-206.
Ross, J. K., Patterson, L. T., & Stutts, M. A. (1992). Consumer perceptions of organizations that use cause-related marketing. Journal of the Academy of Marketing Science, 20(1), 93-97.
Ross, J. M., & McGiverin-Bohan, K. L. (2012). The business case for product philanthropy. School of Public and Environmental Affairs, Indiana University.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing research, 38(2), 225-243. doi: 10.1509/jmkr.38.2.225.18838
Sen, S., Du, S., & Bhattacharya, C. (2016). Corporate social responsibility: A consumer psychology perspective. Current Opinion in Psychology, 10, 70-75.
Sheriff, A. M., & Nagesh, P. (2007). The advertising challenge: Understanding the multifaceted youth. ICFAI Journal of Consumer Behaviour, 2(4), 59-65.
Simmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorships. Journal of marketing, 70(4), 154-169.
Small, D. A., Loewenstein, G., & Slovic, P. (2007). Sympathy and callousness: The impact of deliberative thought on donations to identifiable and statistical victims. Organizational Behavior and Human Decision Processes, 102(2), 143-153. doi: https://doi.org/10.1016/j.obhdp.2006.01.005
Smith, N. C. (2000). Changes in corporate practices in response to public interest adocacy and actions: The role of consumer boycotts and socially responsible corporate social responsibility.
Smith, S. M., & Alcorn, D. S. (1991). Cause marketing: A new direction in the marketing of corporate responsibility. Journal of Consumer Marketing, 8(3), 19-35.
Smith, V., & Langford, P. (2009). Evaluating the impact of corporate social responsibility programs on consumers. Journal of Management & Organization, 15(1), 97-109.
Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16-35.
Thoits, P. A., & Hewitt, L. N. (2001). Volunteer work and well-being. Journal of health and social behavior, 115-131.
Tian, Z., Wang, R., & Yang, W. (2011). Consumer responses to corporate social responsibility (csr) in china. Journal of Business Ethics, 101(2), 197-212.
Todorov, A., Goren, A., & Trope, Y. (2007). Probability as a psychological distance: Construal and preferences. Journal of Experimental Social Psychology, 43(3), 473-482.
Touré-Tillery, M., & Fishbach, A. (2017). Too far to help: The effect of perceived distance on the expected impact and likelihood of charitable action. Journal of personality and social psychology, 112(6), 860.
Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological review, 110(3), 403.
Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of Consumer Psychology, 17(2), 83-95.
Tsoutsoura, M. (2004). Corporate social responsibility and financial performance.
Ty Henderson, & Arora, N. (2010). Promoting brands across categories with a social cause: Implementing effective embedded premium programs. Journal of marketing, 74(6), 41-60. doi: 10.1509/jmkg.74.6.41
Uhrich, S., Koenigstorfer, J., & Groeppel-Klein, A. (2014). Leveraging sponsorship with corporate social responsibility. Journal of Business Research, 67(9), 2023-2029.
Vallacher, R. R., & Wegner, D. M. (2014). A theory of action identification: Psychology Press.
Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. The Journal of Marketing, 58-74.
Vohs, K. D., Mead, N. L., & Goode, M. R. (2006). The psychological consequences of money. science, 314(5802), 1154-1156.
Wagner, T., Lutz, R. J., & Weitz, B. A. (2009). Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of marketing, 73(6), 77-91.
Weber, E. U. (2006). Experience-based and description-based perceptions of long-term risk: Why global warming does not scare us (yet). Climatic change, 77(1-2), 103-120.
Webley, P., Lea, S. E., & Portalska, R. (1983). The unacceptability of money as a gift. Journal of Economic Psychology, 4(3), 223-238.
Williams, L. E., & Bargh, J. A. (2008). Keeping one's distance: The influence of spatial distance cues on affect and evaluation. Psychological Science, 19(3), 302-308.
Williams, L. E., Stein, R., & Galguera, L. (2013). The distinct affective consequences of psychological distance and construal level. Journal of Consumer research, 40(6), 1123-1138.
Xie, C., Bagozzi, R. P., & Grønhaug, K. (2015). The role of moral emotions and individual differences in consumer responses to corporate green and non-green actions. Journal of the Academy of Marketing Science, 43(3), 333-356.
Zhang, L. (2014). How effective are your csr messages? The moderating role of processing fluency and construal level. International Journal of Hospitality Management, 41, 56-62.
Zhao, M., & Xie, J. (2011). Effects of social and temporal distance on consumers' responses to peer recommendations. Journal of marketing research, 48(3), 486-496.
Zhu, L., He, Y., Chen, Q., & Hu, M. (2017). It's the thought that counts: The effects of construal level priming and donation proximity on consumer response to donation framing. Journal of Business Research, 76, 44-51.