We examine the cognitive and motivational process underlying the effect of consumers’ conservatism on their
corporate social responsibility (CSR) perceptions of irresponsible versus responsible companies. Building on political
psychology and system justification theory, we identify and test market system justification (MSJ) as a
motivated social cognition underlying ideological differences in CSR perceptions and reactions. Using four empirical
studies, we find that the relatively high MSJ of conservatives (compared to that of liberals) results in less
critical CSR perceptions of irresponsible companies and, thus, in less penalizing reactions. Moreover, we find that
conservatism influences CSR perceptions of irresponsible companies more strongly than of responsible companies
because MSJ affects only perceptions of market behaviors that threaten notions of fair markets (i.e., low CSR). The
results improve predictions of consumers’ perceptions and reactions to responsible and irresponsible companies.