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Corporate Social Responsibility or CEO Narcissism? CSR motivations and

organizational performance

Article in Strategic Management Journal · November 2014

DOI: 10.1002/smj.2348

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Strategic Management Journal
Strat. Mgmt. J., 37: 262 – 279 (2016)

Published online EarlyView 14 January 2015 in Wiley Online Library (wileyonlinelibrary.com) DOI: 10.1002/smj.2348
Received 11 November 2013; Final revision received 17 October 2014

CORPORATE SOCIAL RESPONSIBILITY OR CEO
NARCISSISM? CSR MOTIVATIONS
AND ORGANIZATIONAL PERFORMANCE

OLEG V. PETRENKO,1 FEDERICO AIME,
1* JASON RIDGE,2

and AARON HILL1
1 Department of Management, Oklahoma State University, Stillwater, Oklahoma,
U.S.A.
2 Department of Management, Clemson University, Clemson, South Carolina, U.S.A.

This study builds on insights from both upper echelons and agency perspectives to examine the
effects on corporate social responsibility (CSR) practices of CEO’s narcissism. Drawing on prior
theory about CEO narcissism, we argue that CSR can be a response to leaders’ personal needs
for attention and image reinforcement and hypothesize that CEO narcissism has positive effec

on levels and profile of organizational CSR; additionally, CEO narcissism will reduce the effect
of CSR on performance. We find support for our ideas with a sample of Fortune 500 CEOs,
operationalizing CEO narcissism with a novel media-based measurement technique that uses
third-party ratings of CEO characteristics with validated psychometric scales. Copyright © 2015
John Wiley & Sons, Ltd.

INTRODUCTION

Researchers in strategic management, economics,
and finance have examined a variety of explanations
for managerial decisions to spend organizational
time and effort enhancing corporate social responsi-
bility (CSR). A considerable emphasis of this litera-
ture has been to adopt a stakeholder lens (Donaldson
and Preston, 1995; Freeman, 1984) to either norma-
tively evaluate the merits of CSR or to instrumen-
tally consider how CSR affects organizational finan-
cial performance (e.g., McWilliams and Siegel,
2000; Ramchander, Schwebach, and Staking, 2012;
Waddock and Graves, 1997; Wright and Ferris,
1997). More recently, researchers have focused
more directly on studying the determinants of CSR.

Keywords: upper echelons; CEO narcissism; corporate
social responsibility; organizational performance; strategic
decisions
*Correspondence to: Federico Aime, 205 Business Building,
Stillwater, OK, 74078, U.S.A. E-mail: aime@okstate.edu

These researchers have looked at both external
drivers like, for example, the salience of exter-
nal stakeholders (Agle, Mitchell, and Sonnenfeld,
1999), stakeholder activism (Clark and Hebb, 2004;
David, Bloom, and Hillman, 2007; Marquis, Glynn,
and Davis, 2007; Sen, Gurhan-Canli, and Morwitz,
2001), or institutional pressures (Neubaum and
Zahra, 2006) and internal drivers like, for example,
executive incentives (e.g., Deckop, Merriman, and
Gupta, 2006; McGuire, Dow, and Argheyd, 2003),
management team commitment to ethics (Muller
and Kolk, 2010), and CEO political ideologies
(Chin, Hambrick, and Treviño, 2013) as antecedents
to CSR. Among this research on determinants of
CSRs, the vast majority of the studies have explored
the effects of external normative values (e.g., the
ethical concerns of particular stakeholder groups or
of the institutional environment) on CSRs owing
to the fact that these reflect a form of alignment
of firm policy to its stakeholder value preferences;
fewer have examined the effects of internal values
at the organizational or individual levels (e.g., the

This research is focused on the driving forces of CRS – that is both external stakeholders and stake holders activism

the determinant of CRS includes a variety of studies in other to explore the effect of external normatives, ethical concerns in a stakeholder group or institution. For the fact that CRS reflect in the alignment of firm policies and procedures its stakeholders value preferences can be fully examined by the effect of internal value or individual ethical concerns

and also internal driving forces

Corporate Social Responsibility or CEO Narcissism? 263

ethical concerns or the political ideology of top
management) on CSR; and very few have stud-
ied the effects of psychological characteristics of
individuals on CSR (e.g., Aguilera et al., 2007).
This emphasis of values over other psychological
characteristics as explanations for CSR is proba-
bly expected given that CSR is a value loaded con-
cept defined as “actions that appear to further some
social good, beyond the interests of the firm and that
which is required by law” (McWilliams and Siegel,
2001: 117). But the scarcity of research relating
executives’ psychological characteristics to CSR is
striking given the emphasis of upper echelons work
on the effects of executive personality characteris-
tics on firm strategic decisions.

The present study shifts the attention more
squarely to executive psychology as an explanation
for CSR, showing that CSR initiatives may result
from leaders’ personal needs for attention and
image reinforcement and how such initiatives may
be less strategic in terms of financial performance
and focus for their organizations. Researchers in
management have shown that the characteristics
of top executives, and especially CEOs, affect
organizational decisions and behaviors (Chatterjee
and Hambrick, 2007; Finkelstein and Hambrick,
1996; Hambrick, 2007; Hambrick and Mason,
1984; Sanders, 2001b). Intangible decisions
like involvement in CSR present a considerable
opportunity for these decisions to be affected by
executive’s characteristics because such actions
rarely present a situation where probabilities can
be easily calculated or outcomes be certain. In line
with this logic, Weidenbaum and Jensen (2009: xi)
challenge readers to “merely consider the ability of
the CEO of a major company to satisfy his whim
in terms of the selection of charities and pet causes
that the organization will support,” pointing to the
risk of CSR choices being more closely tied to
personal drivers than to organizational stakeholder
logic. We argue in this paper that organizations with
CEOs that have a high need for attention and are
preoccupied with having their positive self-views
reinforced will engage in higher levels of corporate
social responsibility.

Specifically we are concerned in this paper with
how CEO narcissism may affect organizational
CSR because narcissistic CEOs have a high need
for attention and praise as well as a strong desire to
have their positive self-views reinforced, which has
been shown to affect CEO decision making (Chat-
terjee and Hambrick, 2007; Gerstner et al., 2013).

Narcissists seek to broadly and constantly generate
what Kernberg (1975) called “narcissistic supply”,
the reinforcement to self-image derived from per-
sonal exhibitionism or from external adulation and
flattery (Bogart, Benotsch, and Pavlovic, 2004; Wal-
lace and Baumeister, 2002). Since CSR activities
offer a difficult to assess opportunity for attracting
observers’ attention, gaining praise from internal
(e.g., employees) and external (e.g., media) stake-
holders, and achieving notoriety, we expect more
narcissistic CEOs — defined as CEOs who have
inflated views of themselves and who seek to have
those positive self-views continuously reinforced
(Campbell, Goodie, and Foster, 2004; Chatterjee
and Hambrick, 2007) — to engage their organiza-
tions in more CSR initiatives as a way to enhance
their moral feelings of superiority and to attract
attention and praise. In essence, for example, an
executive’s decision to spend organizational efforts
to enhance CSR can have significant benefits for
the executive such as attention in the media and
positive praise from employees and the community.
Just as celebrities generate attention for themselves
by participating in charitable events, chief execu-
tives can make themselves noticeable through their
firms’ CSR activities. Journalists and other organi-
zational stakeholders frequently comment that most
organizations make a show of embracing corpo-
rate responsibility activities (e.g., Lewis, 2008) and
CEOs are often personally positioned at the center
of praise or criticism when it comes to the social
behaviors of their organizations. Yet, despite their
high potential contribution to the CEOs’ narcis-
sistic supply, CEOs’ personal needs for attention
and image reinforcement have been largely absent
from CSR research. In line with this logic, we first
hypothesize and find that organizations controlled
by narcissistic CEOs will engage in more CSR.
In line with this same logic, we also look at spe-
cific actions that receive media acclaim and show
that narcissistic CEOs are more likely to seek such
recognition from the media through their organiza-
tions’ philanthropic actions.

Finally, we address the strategic implications of
the influence of CEOs’ personal interests on CSR.
We specifically show that CEO narcissism will
negatively moderate the relationship between CSR
and firm performance. This last finding is important
for the discussion of the relationship between CSR
and firm performance because it highlights a CSR
cost that may not even be values driven, like in
Friedman’s depiction of CSRs as “spending

The concerns of this article is much concern about some behavior of CEO that might have a negative feedback on CRS. Because since Narcissism are the people that has a strong desire for self praise this might affect the rules of engagement.

Considering the ability of the CEO to make major decisions to satisfy the company in terms of the selection of charities and causes that the company will support will show the risk involved and this can be closely related to personal drive than organistional stakeholders logic. This article revealed that CEOs with high need of attention can be preoccupied with having their positive self views and this will result to higher level of corporate social responsibility.

Since Narcisissist has the tendencies to generate narcissistic supply, with the feel of reinforcing self image derived from personal exhibitionism or flattery. Since CRS can attract praise from both internal and external shakeholders, in other to notoriety, as a result Narcissist CEO tend to see CRS as a way to inflate their views and also have those reinforced views constantly.

this article draws our attention to executive psychology while talking about CRS because CRS initiative results may be yield from leaders, with the need for attention to portray their company in a way to reinforce such initiative. they many have less strategic in financial performance for their organization. and it is clear that the character of top executive can actually determine the organization behavior and decisions

in organisations it is more easy for narcissist CEO to seek recognition from the media through their company philanthropic actions

264 O. V. Petrenko et al.

someone else’s money for a general social interest”
(Friedman, 1970: 174), but more explicitly within
the realm of residual agency cost. The potential
for leaders to make CSR choices to fulfill their
personal needs may put at issue the idea that while
CSR can certainly be a valuable strategic choice for
firms, they can also be nonstrategic when driven by
managerial self-interest. Given the complex nature
of the relationship between CSR and financial
performance, with about half of the studies on the
relationship between CSR and financial perfor-
mance reporting positive relationships and the rest
of the studies suggesting mixed or nonsignificant
findings (Chin et al., 2013; Margolis and Walsh,
2003), it is important to examine determinants of
CSR that may be not strategic as in the case of
managers acting for their own interest.

To test our ideas, we conducted an empirical
study Fortune 500 CEOs over a 10-year period. We
used the Kinder, Lyndenberg, and Domini (KLD)
CSR database for our measurement of corporate
social responsibility and COMPUSTAT for our
measurement of accounting financial performance
and a wide array of control variables. To avoid the
limitations of proxy-based measures for assessing
psychological constructs (Carpenter, Geletkanycz,
and Sanders, 2004), we utilize a new approach to
the measurement of CEO characteristics. Specifi-
cally, based on a wide array of psychology research
showing the value and accuracy of third-party rat-
ings (e.g., Arthur et al., 2003; Connelly and Ones,
2010; Oh, Wang, and Mount, 2011), we develop
a video-based measurement of CEO characteristics
that allows us to evaluate CEOs on narcissism with
a validated narcissism scale (Svindseth et al., 2008).
We find substantial support for our hypotheses.

This study makes several contributions to
research. First, it contributes to upper echelons
research on CEO narcissism by showing that
CSR is an especially pertinent domain to generate
“narcissistic supply”. Second, it contributes to
methods in upper echelons research by utilizing a
new, theory-based method to measure CEO charac-
teristics in an unobtrusive way. As explained later
in the manuscript, the video-based psychometric
approach to the measurement of narcissism that
we utilize in this paper can provide a significant
new tool to the upper echelons literature for the
measurement of a wide array of personal charac-
teristics of leaders that were previously difficult
to assess consistently for strategy researchers.
Third, this research also contributes to agency

theorizing. Drawing on upper echelons theory we
find that narcissism may result in agentic behaviors
that may have negative financial implications for
organizations. Finally, we contribute to research
on corporate social responsibility. We introduce
narcissism as a novel determinant of CSR and
suggest that motivations for CSR that are not
strategic, like CEO narcissism, may help explain
the mixed findings in the relationship between CSR
and firm performance.

THEORY AND HYPOTHESES

Narcissism and corporate social responsibility

The concept of CSR refers to voluntary manage-
rial “actions that appear to further some social
good, beyond the interests of the firm and that
which is required by law” (McWilliams and Siegel,
2001: 117; see also Waddock, 2004). When man-
agers look beyond shareholders and decide to exert
organizational effort on employees, customers, the
environment, and other stakeholders, they have con-
siderable discretion as such decisions are difficult
to evaluate (Margolis and Walsh, 2003; Waldman
and Siegel, 2008). Building on the logic of the upper
echelons perspective, CEOs will have a significant
influence in such discretionary decisions and there-
fore a firm’s propensity to engage in CSR may be
affected by chief executives’ preferences and pri-
orities that derive from their values and personali-
ties (Chatterjee and Hambrick, 2007; Gerstner et al.,
2013; Hambrick and Mason, 1984).

Because top executives, and especially CEOs,
can affect the behaviors and outcomes of firms
and have substantial influence on organizational
efforts and outlays (Chandler, 1962; Finkelstein
and Hambrick, 1996), researchers have explored
the psychological qualities and experiences of top
executives to understand organizational behaviors
and outcomes. For example, research has shown
that top executives’ personality (Kets de Vries and
Miller, 1985), charisma (Flynn and Staw, 2004),
and locus of control (Miller, Kets de Vries, and
Toulouse, 1982) affect organizational outcomes.
More recently, Chatterjee and Hambrick (2007,
2011) have shown the impact of CEO’s narcis-
sism on firm strategies. They found that narcissism
predicts the dynamism and grandiosity of firms’
strategic actions and that narcissistic CEOs react
differently to their success and seek social praise
(Chatterjee and Hambrick, 2011).

This shows that there are tendencies for CEO to use CRS as a means to fulfil their personal needs. and it this is driven by managerial self interest it may hamper the policies of CSR.

Therefore Narcissism can result in agentic behaviors that can hinder the and create negative implication on the organization

Corporate Social Responsibility or CEO Narcissism? 265

Narcissistic individuals construe reality in part
as it reflects on their self-image and are constantly
seeking attention and reinforcement of their positive
self-views (Campbell et al., 2004; Chatterjee and
Hambrick, 2007, 2011). An organization’s social
responsibility projects and overall external percep-
tions often bring attention in the form of praise or
criticism not just to the firm, but often more directly
to the CEO. As such, these projects are likely to
engage aspects of the CEO’s self-image. There are
at least three reasons to view CSR initiatives as
providing an especially relevant domain to gener-
ate narcissistic supply for narcissistic CEOs. First,
CSR are value loaded initiatives that appear to fur-
ther some social good and offer an opportunity for
exhibitionism (Bogart et al., 2004) by taking the
moral high ground on socially acceptable behaviors.
Second, CSR engages sets of value sensitive audi-
ences in adulation, media attention, and praise, all
of which are external sources of narcissistic sup-
ply (Wallace and Baumeister, 2002). Finally, CSR
offers a variety of avenues to change the status quo
supplying continuity and variety to the opportuni-
ties narcissistic CEOs have to exhibit themselves to
attentive and responsive audiences.

Additionally, while most CEOs may want to
avoid criticism for negative CSR, narcissistic
CEOs will be more strongly motivated to abstain
from socially irresponsible actions that can bring
easy criticism from investors, media, the public or
employees because narcissists respond particularly
negatively to criticism (Kernis and Sun, 1994;
Rhodewalt and Morf, 1998; Rhodewalt and Sorrow,
2003) and therefore avoid it. Social responsibility
can be viewed as a continuum with extremes being
“socially responsible” and “socially irresponsible.”
Because discrimination, lawsuits, scandals, and
similar CSR concerns often bring about serious
criticism of the CEO, narcissistic CEOs are likely
to avoid engaging in negative CSR. This logic may
seem at odds with the idea that narcissists will seek
attention at any cost, even when such attention
implies negative attention. For example, narcis-
sistic CEOs have been found to favor acquisitions
because, even when acquisitions “do not always
garner positive acclaim (Shleifer and Vishny, 1991;
Sirower, 1994), they are highly visible, attract the
audience that is needed by the narcissistic CEO”
(Chatterjee and Hambrick, 2007: 359). But avoid-
ing negative CSR or, more specifically, eliminating
CSR concerns, just like allowing CSR concerns
to emerge, is subject to media attention, but in

a positive tone and with much less institutional
cost. Consistently, narcissistic CEOs are likely to
seek positive attention by avoiding the emergence
of CSR concerns and working to reduce existing
CSR concerns. Therefore, we expect narcissistic
CEOs to approach or be motivated to engage in
positive CSR initiatives and to avoid negative CSR
developments in their organizations, creating a
positive relationship between CEO narcissism and
organizational CSR.

Hypothesis 1: There will be a positive relation-
ship between CEO narcissism and corporate
social responsibility.

Narcissism and high profile corporate
philanthropy

As we previously noted, narcissists are exception-
ally susceptible to adulation, media attention, and
praise, all of which are external sources of narcis-
sistic supply (Wallace and Baumeister, 2002). This
need for adulation and praise implies that narcissists
are more likely to behave as exhibitionists (Raskin
and Terry, 1988) and are preoccupied with receiv-
ing attention from others (Kernberg, 1975, 1986;
Kohut, 1977). Therefore, narcissistic CEOs can
be expected to favor especially visible initiatives
that reflect on themselves, like for example philan-
thropic initiatives that attract media attention and
praise because, even when spending organizational
effort in such actions may draw some criticism from
sectors of the investor community and media, nar-
cissistic CEOs are “exceptionally emboldened by
social praise” (Chatterjee and Hambrick, 2011: 202)
and will engage in more bold and noticeable actions
than less narcissistic CEOs. High profile philan-
thropic actions are a noticeable example of actions
that will attract both praise and attention for the
CEO, because they are usually both construed as
contributing to a social good and reflective of the
CEOs values or preferences. As such, we expect a
positive relationship between CEO narcissism and
the high profile of their corporate philanthropy. We
focus here on predictions about the media profile of
the philanthropic actions by firms because, if nar-
cissists are likely to engage in CSR in order to gen-
erate social approval as we argue in our previous
hypothesis, predicting differences in the corporate
philanthropy media profile of firms run by more
narcissistic CEOs provides additional evidence for
the mechanisms in our theory.

266 O. V. Petrenko et al.

Additionally, two aspects of narcissistic person-
ality profiles suggest that narcissistic CEOs will
not only engage their organizations in higher pro-
file philanthropic initiatives, but will also be driven
to continue such initiatives that reward them with
media or analyst praise. First, narcissists have a ten-
dency to be restless (Deluga, 1997), to constantly
seek attention and reinforcement of their positive
self-views (Campbell et al., 2004; Chatterjee and
Hambrick, 2007, 2011), and to maintain protag-
onism (Bogart et al., 2004; Morf and Rhodewalt,
2001). Second, research on narcissists’ responses
to environmental feedback (Kernis and Sun, 1994;
Rhodewalt and Eddings, 2002) suggests that narcis-
sists will be particularly responsive to visible social
praise and attention (Vazire and Funder, 2006) and
respond to praise with additional effort (Chatter-
jee and Hambrick, 2011; Wallace and Baumeis-
ter, 2002). Narcissism and the reinforcement of
self-images resulting from the high profile of their
corporate philanthropy will provide an avenue for
narcissistic CEOs to maintain protagonism. While
we expect that all CEOs are going to continue
to commit to actions that have generated positive
media attention for them, we expect that narcissistic
CEOs will be more responsive to the media atten-
tion resulting from such actions (Chatterjee and
Hambrick, 2011). Implicit in this hypothesis is that
we expect both narcissism and previous high pro-
file corporate philanthropy to have positive direct
and interactive effects on later high profile corporate
philanthropy. Therefore, we hypothesize that more
narcissistic CEOs will be more likely to continue to
generate higher profile corporate philanthropy than
their less narcissistic peers:

Hypothesis 2: CEO narcissism will positively
moderate the relationship between prior corpo-
rate philanthropy media profile and current cor-
porate philanthropy media profile.

Narcissistic CSR and financial performance

A dominant concern of the CSR literature has
been the concern with the instrumental relation-
ship between CSR and firm financial performance.
Researchers have argued that CSR can serve as
strategic choices that may lead to firm perfor-
mance because, by focusing on stakeholders other
than the shareholders, CSR reduces the cost of
committing resources to the organization (Hill-
man and Keim, 2001; Jones, 1995; Turban and

Greening, 1997), reduces risk premiums, (Cornell
and Shapiro, 1987), provides insurance protection
against litigation and regulation costs (Kacper-
czyk, 2009), serves as advertisement and goodwill
(Knauer, 1994), and enhances corporate reputation
(Schnietz and Epstein, 2005). With findings about
the relationship between CSR and firm performance
generally positive but mixed, the question remains:
if CSR choices are made in part based on CEO char-
acteristics, or more specifically to satisfy narcissis-
tic CEOs needs for praise and attention, will they be
less likely to relate to financial performance?

We expect CEO narcissism to moderate the pos-
itive relationship between CSR and firm financial
performance for three main reasons. First, CSR
decisions by narcissistic CEOs are less likely to be
aligned with consideration of organizational out-
comes, and therefore CEO narcissism will mod-
erate the relationship between CSR by their firms
and organizational performance. Narcissistic CEOs
consider themselves highly intelligent and superior
in their ability to control the environment (Campbell
et al., 2004; Judge, LePine, and Rich, 2006; Pratto
et al., 1994) and are much less responsive to objec-
tive performance indicators compared to their less
narcissistic peers (Chatterjee and Hambrick, 2011).
As such, narcissistic CEOs’ strong confidence in
their ability to control the environment and their
need to attract attention and praise are more likely
to result in CSR decisions that disregard the effects
on stakeholders beyond simple praise and enhance
their own reputation above the organizational rep-
utation, therefore leading to CSR efforts with less
positive effects on firm performance.

Second, because CSRs can have negligible or
even negative effects on performance in the absence
of absorptive capacity or complementary assets
(Darnall and Edwards, 2006; Zahra and George,
2002), CSR by firms with more narcissistic CEOs
who are more likely to disregard the availability
of complimentary resources in the organization
because of their lower responsiveness to indicators
and strong sense of personal ability to control
their environment (Campbell et al., 2004) should
have a less positive relationship with organizational
performance.

Finally, the tendency of narcissists to be rest-
less (Deluga, 1997), to constantly seek attention and
reinforcement of their positive self-views (Camp-
bell et al., 2004; Chatterjee and Hambrick, 2007,
2011), and to maintain protagonism (Bogart et al.,
2004; Morf and Rhodewalt, 2001), will be reflected

Corporate Social Responsibility or CEO Narcissism? 267

in their engagement in multiple and widely varied
CSR initiatives with different sets of stakeholders.
This will result in a widely unconcentrated CSR
effort that will aid them in avoiding feelings of bore-
dom (Wink and Donahue, 1997) and satisfy sensa-
tion seeking (Emmons, 1981) in their contact and
interaction with multiple constituencies. This ten-
dency of narcissistic CEOs to be broad and scattered
in their decisions affecting CSR leads the situation
when the CSR efforts by firms with more narcis-
sistic CEOs may be seen by stakeholders as less
regular or ad-hoc (Husted and Salazar, 2006; Vergne
and Durand, 2010), or as simple responses to exter-
nal pressure (Frooman, 1999) reducing the credibil-
ity of a serious commitment to stakeholder interests
and therefore reducing its impact on firm financial
performance.

Therefore, CSR by organizations with highly nar-
cissistic CEOs may not have as positive or efficient
effects on the cost of committing resources to the
organization, risk premiums, and corporate reputa-
tion, as those by organizations with less narcissis-
tic CEOs. CEO narcissism may negate or diminish
the mechanisms that link CSR decisions with orga-
nizational outcomes and provide one explanation
for some of the mixed findings in some previous
research. We argue that the level of CSR of organi-
zations with more narcissistic CEOs is less likely to
be positively related to financial performance than
CSR of organizations with less narcissistic CEOs.

Hypothesis 3: CEO narcissism will negatively
moderate the relationship between CSR and
performance.

METHODS

Sample and data collection

Our annual financial and corporate data come
from Standard and Poor’s COMPUSTAT industrial
databases, our corporate social responsibility data
come from the KLD database (Godfrey, Merrill, and
Hansen, 2009; Orlitzky and Benjamin, 2001), and
our CEO characteristics data was collected with a
novel video survey methodology. Our starting pop-
ulation included all S&P 500 firms between the
years 1997 and 2012 inclusive, and excluded 24 pri-
vate firms for which no financial data is available
in COMPUSTAT. Following prior research, we then
excluded 69 firms in highly regulated industries

such as financial, insurance, and utilities. Firms in
highly regulated industries such as financials are
not only subject to differences in their regulatory
environments that limit discretion of these firms’
CEO over outlays such as CSR (McNamara, Aime,
and Vaaler, 2005; Sanders, 2001a) but also their
results are not comparable with those of other indus-
tries based on differences in accounting criteria
(McGahan and Porter, 1997). To verify these the-
oretical rationales, we run K-S tests to verify if the
distributions of CSR and performance variables are
different for regulated firms and especially financial
firms compared to others in the population. There
were significant differences with respect to compar-
ison variables; p-values for ROA and CSR measures
ranged from 0.000 to 0.01 for both financials specif-
ically and regulated industries as a whole when
compared with the broader population of firms.
We identified the CEO for every firm in 2007 and
included all firm-years in this time-frame for which
they were CEOs of their respective firms. We then
imposed four necessary filters on our data. First, we
omitted 15 CEOs who held temporary appointments
(e.g., interim, acting) because the effects on firms
of temporary CEOs are different to those of per-
manent CEOs (Ballinger and Marcel, 2010). Sec-
ond, we excluded 16 CEOs that were with their
companies for only one year. Third, we omitted 139
CEOs because adequate videos (as discussed in the
Measurement of narcissism section of the paper)
were unavailable through public sources. Finally,
we excluded 86 firms for which data was not avail-
able in the KLD database. The final sample repre-
sented in our models ranges between a total of 911
and 1,051 CEO-year observations based on con-
trol and year lag availabilities, for which financials
and corporate social responsibility were measured
annually for each CEO-year available in the sample.
We assessed the representativeness of the sample by
comparing included and nonincluded firms/CEOs
in the final sample using the Kolmogorov-Smirnov
(K-S) two-sample test (e.g., Siegel and Castellan,
1988; Westphal and Bednar, 2005). K-S tests if
the distribution of given variables are different for
firms/CEOs in the final sample compared to others
in the broader population. There were no signifi-
cant differences with respect to variables included
in the study that were available for the broader pop-
ulation, including measures of CSRs, CEO duality,
CEO age, CEO ownership, CEO tenure, short and
long term pay, ROA, TQ, and Market Value Added);
p-values ranged from 0.19 to 0.65.

268 O. V. Petrenko et al.

CEO narcissism was measured as invariant in
line with previous research that has viewed nar-
cissism as a stable disposition (Campbell, Foster,
and Finkel, 2002; Chatterjee and Hambrick, 2007,
2011; Cramer, 1998). We also tested our models
with alternative sample configurations with identi-
cal results. We proceeded to create a sample includ-
ing all firm-year observations from 2007 to 2012.
By testing our findings in this alternative sample,
we checked for robustness of our results to tem-
poral precedence of the measurement of narcis-
sism. While narcissism is considered an invariant in
research, we wanted to confirm that results would
not differ between an invariant measurement with
strict temporal precedent and an invariant measure-
ment without temporal precedent. Our results are
robust to alternative measurement periods.

Independent variables

Measurement of narcissism

We follow the prevailing instrument for measur-
ing narcissism, the Narcissistic Personality Inven-
tory (NPI), through third-party ratings of video
samples of CEOs. Third-party ratings have been
meta-analytically shown to provide higher oper-
ational validities of personality traits when com-
pared to self-reports (Oh et al., 2011) and do
not suffer from the inflation of self-reports (Van
Iddekinge, Raymark, and Roth, 2005) because
observers have “clearer lenses” for identifying tar-
gets’ personality traits (Connelly and Hulsheger,
2012). Utilizing third-party ratings of video sam-
ples provides valid access to direct but unobtrusive
measurement of CEO characteristics. This novel
videometric approach allows us to overcome several
limitations in the measurement of CEO characteris-
tics. First it provides unobtrusive but direct access
to a large sample of CEOs because video samples of
CEOs in the public domain are already ubiquitous
online and are likely to increase in availability and
quality as the presence of video documentation con-
tinues to grow for all aspects of social and corporate
life. Therefore, it finds a way around the reluctance
of top executives to participate in survey research
(Chatterjee and Hambrick, 2007, 2011) while pro-
viding a direct physical trace or documentary sam-
ple of them for measurement (Webb et al., 1966)
that is not mediated by other participants like in
the cases in which investment relations departments
prepare annual reports or other company public

statements. Second, it provides the opportunity to
measure the sample with previously validated psy-
chometric scales (like, in this case, the NPI) without
concerns about loss of responses based on the sen-
sitivity of the traits being measured (Cycyota and
Harrison, 2006) or about social desirability biases.

Several third-party ratings of individual char-
acteristics have recently been used by researchers
to assess, for example, personality, competencies,
likeability, and expected election performances
(Benjamin and Shapiro, 2009; Borkenau and
Liebler, 1993; Judge et al., 2002; Mount, Bar-
rick, and Strauss, 1994; Oh et al., 2011; Raskin,
Novacek, and Hogan, 1991; Riemann, Angleitner,
and Strelau, 1997; Rubenzer, Faschingbauer, and
Ones, 2000; Zimmerman, Triana, and Barrick,
2010), including media supported observations
(Benjamin and Shapiro, 2009; Borkenau et al.,
2009). To the best of our knowledge, our study
is the first to utilize this videometric approach to
measure CEO characteristics. This new approach
provides a novel and valid access to an otherwise
potentially biased and rarely accessible population.

Videos showcasing focal chief executive offi-
cers in our population of interest in 2007 were
acquired from public internet sources and edited
to omit identifying information that could bias
evaluations by coders, including their position and
the name of their company. Doctoral students in
psychology with experience in personality assess-
ment were recruited to serve as raters and were
offered a monetary incentive to participate in the
study. To assess CEO narcissism, we turned to
the NPI (Raskin and Terry, 1988; Raskin et al.,
1991; Rhodewalt and Morf, 1995), the prevail-
ing instrument for measuring narcissism (Chatter-
jee and Hambrick, 2007, 2011), by employing a
short third-party rater adapted variation on Kansi
(2003). Three expert raters, blind to the study
hypotheses, rated each focal CEO on the narcis-
sism items using a seven-point Likert scale. This
scale demonstrated high coefficient alpha relia-
bility (? = 0.95) (Nunnally, 1978). Moreover, the
expert raters demonstrated significant agreement on
their ratings of CEO narcissism, ICC (1, 3) = 0.54,
p < 0.001, rwg = 0.85 (Bliese, 2000).

We developed the samples and procedures for
rating and trained the expert raters on the rating
scale and procedures prior to executing the rat-
ings. First, we conducted a pilot study to estab-
lish acceptable video lengths in order to have suit-
able video length for valid measurement while

Corporate Social Responsibility or CEO Narcissism? 269

avoiding rater exhaustion. More specifically, we had
different sets of raters observe and rate videos of
CEOs of different lengths including: 45 seconds,
1 minute and 20 seconds, 2 minutes and 30 seconds,
5 minutes, and 10 minutes. ICC (1,3) for narcissism
is negative for 45 second video samples (−0.66),
turns positive for 1 minute and 20 second video
samples (0.45) and grows significantly to 0.71
with 2.5 minute video samples. It does not signifi-
cantly change for lengthier video samples (0.72 for
both 5 and 10 minute video samples). We further
compared means for narcissism with video sam-
ples of different lengths and the results showed
that means were significantly different between
45 seconds and 2.5 minutes (p < 0.01) but there was no significant change in the means between sam- ples of 2.5 minutes and samples of 5 and 10 minutes (p > 0.65 and p > 0.87 respectively). The video sam-
pling design was developed following these results
by creating video samples of 2 hours and 30 minutes
in length plus/minus a few seconds for sentence
completion in the sample.

Raters were notified in shared training sessions
that the focus of the study was to get their percep-
tions regarding the individuals in the video sam-
ples, that there was no alternative interest in their
responses, and they were not being evaluated in
any way. Raters were then logged into a training
video sample survey in Qualtrics and were able
to code three video examples and the observa-
tions were discussed with researchers as part of the
training. After the training, raters were provided
an individual login code to access the Qualtrics
embedded video sample surveys. There was random
assignment of CEO to raters and all ratings were
performed in individual sessions across two weeks
with sessions limited to not more than an hour per
session to avoid exhaustion and guarantee rating
independence.

To ensure validity of our measures we have con-
ducted a number of robustness checks. First, in
order to ensure our ratings were robust to media
effects or timing of the video sample, we cre-
ated a random subsample of CEOs (n = 32) for
which we collected multiple available video sam-
ples from public sources. We rated these videos in
the same manner as the core sample videos and pro-
ceeded to analyze mean differences between dif-
ferent videos for the same CEO. There were no
significant differences in the narcissism measure
(p < 0.43) between different videos of the same

CEOs, showing that the approach is generally con-
sistent across video samples. As a final robustness
check, we assessed the consistency of our video
sampling rating approach and both self-ratings and
personal acquaintance ratings of narcissism for a
set of individuals. Specifically, we recruited 10 doc-
toral students and video recorded their responses
to a set of open questions and edited the length
of the videos per our study’s design. We then col-
lected the narcissism scale through self-reports in
a survey of the video sampled individuals, a rating
of narcissism for the individuals by two direct per-
sonal acquaintances of the subjects, and our video
sampling procedure with three expert raters with
no prior relationship to the focal subjects of this
robustness test. We found no significant differences
across the three measurement approaches showing
consistency between our approach and other survey
procedures. As a comparison to previous research
that has utilized unobtrusive measures of narcis-
sism based on indicators of narcissistic tendencies,
we compared videometric approach to Chatterjee
and Hambrick’s (2011) measure of CEO narcissism
that combines indicators for (1) measures of relative
pay, (2) prominence of CEO’s photograph in annual
reports, and (3) prominence of CEO in company
press releases into an index of CEO narcissism.
The correlation between the measures was high
and significant (0.404, p < 0.001). Our measure of narcissism is available by request.

Dependent variables

Corporate social responsibility (CSR)

We used KLD ratings to measure corporate social
responsibility with data from Kinder, Lyndenberg,
Domini, and Company (KLD), a financial advisory
firm with a focus on Corporate Social Responsi-
bility evaluations (Godfrey et al., 2009; Mattingly
and Berman, 2006; Waddock and Graves, 1997)
that has been broadly regarded as the most com-
prehensive data available to measure CSR (e.g.,
Choi and Wang, 2009; Graves and Waddock, 1994;
Kacperczyk, 2009). While KLD data has limitations
related to potential confusion of industry effects
(Rowley and Berman, 2000) and possible subjec-
tivity (Entine, 2003), it has generally been shown to
have good empirical reliability (Walls, Berrone, and
Phan, 2012) and has widely been seen as less sub-
jective and more representative of the actual con-
struct than alternative measures and therefore has

270 O. V. Petrenko et al.

been more widely adopted in empirical research
(Choi and Wang, 2009; Coombs and Gilley, 2005;
Dahlmann and Brammer, 2011; Hillman and Keim,
2001; Hull and Rothenberg, 2008; Kacperczyk,
2009; Wong, Ormiston, and Tetlock, 2011). KLD
data is based on ratings by independent analysts
of a variety of categories of CSR characteristics
of firms including, for example, community, diver-
sity, employee relations, environment, and human
rights. We operationalize our measure of CSR as an
aggregate net score at t + 1 of the various dimen-
sions reported in the data following the most com-
monly utilized approach in the literature (Choi and
Wang, 2009; Dahlmann and Brammer, 2011; David
et al., 2007; Graves and Waddock, 1994; Hillman
and Keim, 2001; Hull and Rothenberg, 2008; Wong
et al., 2011).1

Corporate philanthropy media profile (CPMP)

Media praise for CEOs following company philan-
thropic actions was assessed by a content analysis
of key publications that cover general and busi-
ness news through targeted searches in the Fac-
tiva database of media coverage. We first searched
Factiva for all articles that included the company
name and the firm/year combination in our sample.
Then, we isolated articles that cover philanthropic
events using the predefined Philanthropy reputation
driver of the Factivia Expert Search module. This
search option employs a predetermined query which
includes relevant keywords associated with philan-
thropy (e.g. philanthropy, donation, charities) and
their derivatives included in a dictionary of expres-
sions that identifies media publications which cover
philanthropic actions by corporations. Two inde-
pendent raters then coded the number of articles that
positively mention the CEO associated with philan-
thropic events for each firm year observation. Inter-
rater agreement was high (ICC1 = 0.78). To further
ensure validity of our measure, we resolved each
instance of disagreement between the coders by
independently conducting a separate content anal-
ysis to resolve the disagreement. To account for the
possibility that certain industries attract more media
attention we standardized the variable by industry
(two-digit SIC code).

1 As a robustness check, we also assess CSR using a weighted
indicies (Waddock and Graves, 1997) and find results consistent
across both measures.

Performance

We examine performance using Return on Assets
(ROA), a common measure of firm performance,
calculated as net income divided by assets at t
(e.g., Finkelstein and Boyd, 1998; Ridge, Aime, and
White, 2014; Schmalensee, 1985). Given the nature
of our hypothesized effects and arguments, a widely
accepted measure of operational performance cap-
tures the expected effects on the performance of
firm operations caused by CSR decisions made by
firms in the study.

Additionally, we included two common measures
of market performance for supplementary analysis:
Tobin’s Q (TQ), calculated by dividing the firm’s
market value by firm’s asset replacement costs
and Market Value Added (MVA), calculated by
subtracting capital (i.e., the debt and shareholders’
equity invested in the firm) from the equity market
valuation of the firm. Tobin’s Q provides an approx-
imation of the stock market’s estimation of net
present value (Tobin and Barnard, 1968) and MVA
captures the ability of firms to maximize share-
holder value through efficient allocation and man-
agement of resources (Hillman and Keim, 2001).

Control variables

We control for CEO-, firm-, and industry-level
potential confounding factors.

CEO control variables

Because views about the importance of corporate
social responsibility may vary with age, we con-
trolled for CEO age. We also controlled for indi-
cators of CEO structural power (Finkelstein, 1992)
that might influence their ability to promote CSR
projects in their firms, including CEO tenure, dual-
ity (coded as a 1 if CEO is also a chairman of
the board), the percentage of company stock owned
by the CEO, and the level of independence of the
board. Additionally, we controlled for CEO incen-
tives: short term pay focus was measured as the ratio
of the dollar value of bonuses earned by the execu-
tive during the year and the total value of all CEO
compensation; long term pay focus was calculated
as the ratio of the dollar value of restricted stock
and stock options to the total compensation (Deckop
et al., 2006). Finally, we controlled for CEO polit-
ical ideology in order to capture CEO preferences
about CSR (Chin et al., 2013). To measure CEO

Corporate Social Responsibility or CEO Narcissism? 271

political ideology, we examined political donations
made by executives for the 10 years before they
became CEOs. The data was obtained from U.S.
Federal Election Commission (FEC), which records
all individual contributions of more than $200 to
candidates, campaign committees, parties, and to
political action committees (PACs). We obtained
the data from the Center for Responsive Politics
(www.opensecrets.org) that reports data provided
by FEC. Following Chin et al. (2013) we created
four indicators of liberalism: (1) the number of
donations to Democrats divided by the total number
of donations (similar to Chin et al. (2013) we added
0.1 to all numerators and 0.2 to all denominators to
handle zero values); (2) the dollar amount of dona-
tions to Democrats divided by the dollar value of all
donations; (3) the number of years the CEO made
donations to Democrats divided by the number of
years that the CEO donated to either party; (4) the
number of distinct Democratic recipients divided by
the number of total recipients. We included contri-
butions to individual candidates, party committees,
and PACs that were identified as either Democratic
or Republican. We excluded any PACs with unclear
orientation. The aggregate liberalism score was an
average of all four indicators. We also included the
dummy.

Firm control variables

To control for firm-specific conditions that might
influence CSR intensity of a firm, we controlled
for the availability of slack resources, measured
as the ratio of current assets to current liabilities.
We also controlled for prior year performance by
including the firm’s ROA in the previous time
period. Because large firms may face different
pressures to be involved in CSR, we controlled
for the size of the firm, which we measured as
the natural logarithm of sales. To account for the
possibility that CSR spending might be subject to
previous trends idiosyncratic to a firm, we included
previous year CSR in the model as well.

Industry control variables

We also accounted for the possibility that cer-
tain industries have different levels of performance
by including an industry dummy (three-digit SIC
code) in the models. Table 1 provides the means,
standard deviations, and bivariate correlations for
all data.

Model and estimation

We estimated our models using generalized
estimating equations (GEE) (Liang and Zeger,
1986) with an endogeneity control for consistency
with previous research on the outcomes of invari-
ant personal characteristics like CEO narcissism
(Chatterjee and Hambrick, 2007, 2011). This
estimation technique derives maximum likelihood
estimates while controlling for nonindependence
of observations. When our outcome measure
(CPMP) had a Poisson zero-inflated distribution
we specified a negative binomial distribution with
a log link function (Chatterjee and Hambrick,
2007). All other models are specified including a
Gaussian distribution with an identity link function.
To ensure robustness of our estimation, we used a
robust variance estimator (White, 1980). Because
we expected endogeneity to bias our results we
added an endogeneity control in our GEE esti-
mation (Chatterjee and Hambrick, 2007, 2011).2

Additionally, we proceeded to reanalyze the per-
formance model winsorizing ROA at both the 2.5
and 5 percent levels to control for the prevalence of
extreme ROA values in COMPUSTAT and results
are robust.

RESULTS

Table 2 reports the results for Hypotheses 1 and 2.
We first show the results for our base control model
(Model 1). Hypothesis 1 posits that there will be a
positive relationship between CEO narcissism and

2 Endogeneity control. We controlled for the possibility that
narcissistic CEOs might be drawn to firms exhibiting certain
characteristics following Chatterjee and Hambrick (2007, 2011).
First, we regressed CEO narcissism against a set of antecedent
and contemporaneous variables. Antecedent variables are meant
to capture CEO’s entry conditions and were measured in a year
prior to the individual becoming the CEO of the firm. They
included firm revenues, age, and ROA. We have also accounted
for the possibility that early improvements in performance might
stimulate narcissistic tendencies by including ROA change in the
first year of CEO’s tenure in the model (Chatterjee and Hambrick,
2007). Other variables were measured in the year of CEO start
and included measures of CEO power (duality, CEO ownership
and board independence) and a dummy for whether CEO was
an insider (hired from within a firm) or outsider. To account
for narcissistic CEOs being drawn to certain industries, we also
included the two digit SIC code indicator variable. We then create
a predicted narcissism score based on this model and included the
endogeneity control in our models. As a robustness check, we also
analyze whether the exclusion of this variable affects our results
and find that results did not change significantly if we omit the
endogeneity control.

272 O. V. Petrenko et al.

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Copyright © 2015 John Wiley & Sons, Ltd. Strat. Mgmt. J., 37: 262 – 279 (2016)
DOI: 10.1002/smj

Corporate Social Responsibility or CEO Narcissism? 273

Table 2. Effects of CEO narcissism on corporate social responsibility (CSR) and corporate philanthropy media profile
(CPMP) (GEE analyses)

Model 1 Model 2 Model 3 Model 4 Model 5 Model 6

DV: CSR DV: CSR DV: Strengths DV: Concerns DV: CPMP DV: CPMP

Constant −1.76* (0.82) −2.63** (0.79) −4.99** (1.76) −1.13 (1.69) −5.38*** (1.78) −5.41*** (1.77)
Lagged DV 0.98*** (0.01) 0.97*** (0.02) 0.95*** (0.02) 0.81*** (0.02) 0.03 (0.07) −0.02 (0.07)
CEO duality 0.12 (0.12) 0.15 (0.11) −0.07 (0.17) −0.05 (0.03) 0.08 (0.27) 0.07 (0.27)
CEO age 0.01 (0.01) 0.01 (0.01) 0.02 (0.02) 0.05* (0.03) −0.07* (0.03) −0.06* (0.02)
CEO

ownership
−0.03 (0.03) −0.02 (0.02) 0.05 (0.05) 0.08* (0.04) −0.02 (0.03) −0.02 (0.03)

CEO tenure 0.01 (0.01) 0.02 (0.01) 0.10*** (0.02) −0.11*** (0.02) 0.04 (0.02) 0.04 (0.02)
Unabsorbed

slack
0.01 (0.01) −0.01 (0.01) −0.01 (0.01) 0.01 (0.01) −0.01 (0.01) −0.01 (0.01)

Size (log of
sales)

0.12 (0.05) 0.15** (0.05) 0.16*** (0.04) 0.20*** (0.05) 0.55*** (0.14) 0.53*** (0.14)

ROA 2.34** (0.76) 2.23*** (0.58) 2.08** (0.67) −1.71* (0.70) 2.62 (1.37) 2.49 (1.38)
Endogeneity

control
−0.01 (0.03) −0.01 (0.03) 0.09 (0.08) 0.20* (0.09) −0.10 (0.06) −0.10 (0.05)

Short-term
pay focus

−0.63 (0.60) −0.58 (0.48) 0.39 (0.45) 0.01 (0.54) −0.47 (0.86) −0.22 (0.86)

Long-term
pay focus

0.53 (0.34) 0.36 (0.27) −0.05 (0.26) 0.04 (0.32) −0.79 (0.48) −0.70 (0.48)

Liberalism −0.25 (0.19) −0.38 (0.21) −0.30 (0.17) −0.11 (0.15) 0.51 (0.48) 0.62 (0.49)
Narcissism 0.15*** (0.03) 0.07** (0.02) −0.08** (0.03) 0.35** (0.12) 0.33** (0.12)
CPMPt-1 0.16** (0.06) 0.03 (0.11)
Narcissism ×

CPMPt−1
0.05** (0.02)

Observations 1,004 1,004 1,004 1,004 1,004 1,004
Wald Chi2 6,374*** 6,961*** 7,590*** 4,559*** 46.48*** 52.99***

Lagged DV at t – 1 for Models 1 – 4 and t – 2 for Models 5 and 6.

Standard errors are in parentheses.
*p < 0.05; **p < 0.01; ***p < 0.001

corporate social responsibility. The results of Model
2 provide strong support for Hypothesis 1 (0.15,
p < 0.001). Additionally, we performed some sup- plementary analyses to evaluate if our hypothesis was supported for both the strength and concerns aspect of CSR. According to our arguments for Hypothesis 1, we expected the composite aspects of CSR to be independently related to CEO nar- cissism. Consistent with this logic, Models 3 and 4 show that CEO narcissism is positively related to the Strengths dimension of CSR (0.07, p < 0.01) and negatively related to the Concerns dimension of CSR (−0.08, p < 0.01), implying the narcissis- tic CEOs emphasize activities associated with CSR strengths and avoid actions that raise CSR concerns.

Hypothesis 2 posits that CEO narcissism will
positively moderate the relationship between the
previous level of media profile for firm corpo-
rate philanthropy and the level of media profile
for firm corporate philanthropy. Model 5 shows
that CEO narcissism is positively related to cor-
porate philanthropy media profile (0.35, p < 0.01)

implying that narcissistic CEOs engage in higher
profile corporate philanthropy. Additionally, Model
6 shows that CEO narcissism strengthens the rela-
tionship between previous corporate philanthropy
high profile and subsequent corporate philanthropy
high profile (0.05, p < 0.01), indicating that firms with more narcissistic CEOs are more likely to continue to generate higher profile corporate phi- lanthropy than those of their less narcissistic peers.3

Figure 1 illustrates this interaction. In both models
we added a second lag of the DV to control for pre-
vious value of CPMP. Results are the same with or
without this additional control for firm specific lev-
els of CPMP. Models 5 and 6 in Table 2 provide
support for Hypothesis 2.

3 We tested and found no support for ceiling effect (b = −0.16,
z = −1.38 and b = −0.01, z = −0.41 respectively) for both the
quadratic and the quadratic interaction terms. Ceiling effects could
be expected because of media saturation but are not present
probably due to lack of maturity in coverage of such effects
because of either recency in interest in coverage of CSR or
resets of CSR focus at the firm or industry levels resulting from
economic or business crises.

274 O. V. Petrenko et al.

Figure 1. The relationship between corporate philan-
thropy media profile (CPMP) at time t and t + 1 for low

nar

cissists and high narcissists CEOs

Table 3 presents results for Hypothesis 3.
Hypothesis 3 posits that CEO narcissism will neg-
atively moderate the relationship between CSR and
performance. Model 7 in Table 3 shows that CEO
narcissism weakens the relationship between CSR
and firm performance measured as ROA (0.02,
p < 0.05). Our result has practical significance because it indicates ROA will become a nominal 2.16 percent higher for firms with less narcissistic

Figure 2. The relationship between corporate social
responsibility (CSR) and performance (ROA) for low nar-

cissists and high narcissists CEOs

CEOs than for firms with more narcissistic CEOs,
when CSR increases one standard deviation above
the mean in the sample. Figure 2 illustrates this
interaction and shows that the relationship between
firm performance and CSR is much more posi-
tive for relatively low narcissism CEOs than for
relatively high narcissism CEOs.

We performed two supplementary analyses to
add depth to these findings. First, we investigated

Table 3. Results for the effects of CEO narcissism on performance (GEE analyses)

Model 7 Model 8 Model 9 Model 10

DV: ROA DV: ROA DV: TQ DV: MVA

Constant −0.01 (0.04) −0.01 (0.03) 1.67*** (0.29) 139.94 (9.83)
Lagged DV 0.21*** (0.03) 0.26*** (0.02) 0.62*** (0.01) 0.83*** (0.04)
Endogeneity control 0.01 (0.01) 0.01 (0.01) 0.01 (0.01) 0.27 (0.18)
Size (log of sales) 0.02*** (0.01) 0.02*** (0.01) −0.04 (0.02) 0.91 (0.06)
Advertising intensity 0.04 (0.17) 0.14 (0.16) 4.60** (1.33) 5.20 (4.48)
R&D intensity −0.28*** (0.04) −0.07 (0.04) 1.31*** (0.33) 8.18 (9.59)
Capital intensity −0.01 (0.03) 0.03 (0.03) −0.14 (0.17) −2.87 (2.60)
Unabsorbed slack −0.01 (0.01) 0.01 (0.01) 0.01 (0.00) 0.02* (0.01)
CSR 0.07** (0.02) 0.06*** (0.01) 0.93** (0.35)
CEO narcissism −0.03 (0.02) −0.07* (0.03) −0.01 (0.02) −0.76** (0.29)
CEO narcissism × CSR −0.02* (0.01) −0.03*** (0.01) −0.14* (0.06)
CSR strengths 0.05* (0.02)
CSR concerns −0.11*** (0.02)
CEO narcissism × CSR strengths −0.09* (0.04)
CEO narcissism × CSR concerns 0.02* (0.01)
Observations 1,051 1,051 911 911
Wald Chi2 786*** 964*** 14,333*** 16,099***

Standard errors are in parentheses.
*p < 0.05; **p < 0.01; ***p < 0.001 Copyright © 2015 John Wiley & Sons, Ltd. Strat. Mgmt. J., 37: 262 – 279 (2016) DOI: 10.1002/smj

Corporate Social Responsibility or CEO Narcissism? 275

if the effects of CEO narcissism on the relationship
between CSR and performance held for both the
strength and concerns dimensions of CSR. Model 8
shows support for these analyses. As expected, CEO
narcissism negatively moderates the relationship
between CSR Strengths and ROA (−0.09, p < 0.05) and positively moderates the relationship between CSR Concerns and ROA (0.02, p < 0.05). Therefore ROA will be lower for firms with more narcissistic CEOs when they have more CSR strengths or less CSR concerns than for the firms of their less narcissistic peers.

Second, while our predictions are about opera-
tional performance making ROA our variable of
choice, we replicated this analysis for two com-
monly utilized measures of market performance —
Tobin’s Q and Market Value Added — as additional
validation for our findings and found consistent
results. Models 9 and 10 show results for TQ (0.03,
p < 0.001) and MVA (0.14, p < 0.05).

DISCUSSION

We began by suggesting that CSR initiatives may
result from leaders’ personal needs for attention
and image reinforcement and that, in such cases,
CSR initiatives may be less strategic in terms of
financial performance for their organizations. With
insights from both upper echelons and agency per-
spectives, we have theorized and shown that the
corporate social responsibility of firms can be sig-
nificantly affected by CEO narcissism. Consistent
with the logic that narcissistic CEOs crave attention,
we have also theorized and shown that firms with
more narcissistic CEOs have higher profile corpo-
rate philanthropy than the firms of their less narcis-
sistic peers, and that they also continue to engage in
high profile corporate philanthropy once they suc-
ceed at it. Finally, we have shown that the positive
relationship between CSR and firm performance is
weaker for firms with more narcissistic CEOs, pos-
sibly indicating that CEO narcissism may preempt
other stakeholder or strategic considerations in CSR
decisions. These insights contribute to the litera-
ture on executive characteristics and organizational
decision making, to the agency literature, and to the
growing literature on CSR.

Theoretical contribution

Our study opens two main pathways for consider-
ation by CSR researchers. First, we extended the

integration of upper echelons approaches with the
CSR literature by showing that CSR can be an
outcome that helps satisfy leaders’ personal needs
for attention and image reinforcement as in the
case of narcissistic CEOs. With this, we provide
new insight about CSR antecedents, which will be
relevant for researchers interested in the strategic
nature of CSR decisions. Second, we reconceptu-
alized CSR as an agency outcome. As such, CSR
can be constructed as an opportunity to extract per-
sonal value from the organization by organizational
incumbents. If CSR provides organizational incum-
bents opportunities to satisfy their personal needs,
it may also be an opportunity for actual recogni-
tion, prestige, personal network development and
other personally relevant outcomes for organiza-
tional decision makers that may help better under-
stand the motivations for CSR. This potentially dark
side of CSR opens new opportunities for research
in CSR.

Our study also contributes to the agency theory
literature. Agency researchers have viewed agency
behaviors mostly from a risk-centered perspective
by studying agency effects on risk decision making
by executives. Recasting CSR as a visible opportu-
nity to acquire prestige and praise through organi-
zational resource allocations, we open an avenue to
explore alternative agency behaviors that may have
personal value for executives based on their charac-
teristics but that may also provide executives with
marketable value for their services beyond their
actual employment contract.

Our findings also raise intriguing questions for
upper echelons researchers. If two strategic deci-
sions are driven by different antecedents, should
we assume similar organizational meanings for the
decisions, or should we expect the decisions to vary
in their strategic value or their effects on firm perfor-
mance? While we tend to assume similar meaning
for similar strategic decisions or investments, our
study shows that antecedents may not only result
in varying strategic decisions but also in varying
effects on performance. As an example of this, our
study shows that CSR levels do not result in the
same performance outcomes when performed by
organizations in which the decision may be moti-
vated by CEO narcissism. In our study, CSR by
organizations with CEOs that were relatively lower
in narcissism is related to performance but not in
the case of organizations in which the CEOs had
relatively higher narcissistic characteristics. Simi-
larly, we could question, given an upper echelons

276 O. V. Petrenko et al.

prediction for a relationship between executive
characteristics and a particular strategic decision
like, for example, R&D expenditures, if the decision
will have the same meaning for the organization and
take a similar implementation form or have a similar
effect on firm performance when driven by different
antecedents.

Methodological contribution

Beyond our theoretical contribution to the upper
echelons, the agency and the CSR literatures, our
paper contributes to the upper echelons method-
ology arsenal by developing a new approach to
measurement of CEO characteristics. Utilizing
third-party ratings of video samples, we provide
a method for executive measurement that allows
valid access to direct but unobtrusive measurement
of CEO characteristics. This novel videometric
approach overcomes several limitations in the
measurement of CEO characteristics. It allows
researchers to circumvent executive reticence to
participate in surveys because it provides unobtru-
sive but direct access to a large sample of CEOs
since video samples of CEOs in the public domain
are already ubiquitous online and are likely to
increase in availability and quality as the presence
of video documentation continues to grow for all
aspects of social and corporate life. Also, it makes
it possible to use previously validated psychometric
scales, without concerns for desirability biases,
selective participation, or responder identity. As
such, the new videometric approach to executive
characteristics measurement that we espouse,
demonstrate, and check for robustness in this paper
provides a basis for the development of research
in upper echelons because of its ability to provide
valid measurement of a wide range of personal
characteristics that may not have been easily
addressed through alternative measurement.

In sum, we show that CEO narcissism has a
positive effect on organizational CSR because
CSR may be a response to leaders’ personal needs
for attention and image reinforcement. We also
show that CSR in firms with more narcissistic
CEOs may be less strategic in terms of financial
performance in part because of a resulting lack
of focus in CSR configurations. We hope that our
study stimulates future research not only because of
its implications for the upper echelons, the agency
theory and the CSR literatures, but also because of
the opportunities it provides for extending research

on executive characteristics in strategy through our
novel methodological approach to the measurement
of executive characteristics.

ACKNOWLEDGMENTS

We gratefully acknowledge Jim Westphal and two
anonymous reviewers for their constructive sugges-
tions that helped shape this manuscript.

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Business and Society

Corporate Social Responsibility (CSR) Research Brief Assignment

This assignment has the dual purpose of giving you the opportunity to become familiar
with the latest thinking on corporate social responsibility while helping you to develop
your business research and communication skills.

Here are the basics:

 2-3 pages (not including title page with the title of the assignment, your name and
date); use of a required format – template will be supplied; APA citation and
reference style and standard business usage / grammar

 200 points (See Supplement: Assignment Grading Criteria)
 Due dates (note that this assignment takes place over three (3) units):

o First draft due by 11:30pm on last day of Unit 5. Failure to submit a
completed research brief first draft on time will result in zero (0) points for
the entire Research Brief assignment.

o Peer reviews (giving and receiving feedback on your first draft research
briefs) in Unit 6 Discussion. Failure to participate in peer review discussion
will result in zero (0) points for the entire Research Brief assignment.

o Revised (Final) research brief due by 11:30pm on the last day of Unit 7.

Research Brief: Detailed Instructions

This assignment asks you to write a managerial summary of a published academic
research article on corporate social responsibility. Each student will be assigned an
article by the instructor which has been pre-screened as relevant and reasonable for this
assignment. Each article has been published within the last 5 years and reports on CSR
research conducted by the author(s). This is an opportunity for you to see what
academic business research looks like. If this is your first look at an academic research
article, you will find it challenging to draw useful information from it. And that is your
challenge for this assignment. Your assignment is to transform the academic research
article you have been assigned into managerially-useful information. This will be a great
skill for your managerial toolkit.

Required Format for Research Brief

Your research brief must be your original work written in engaging language that blends
empirical research results and practical advice/examples in a format that facilitates fast
knowledge acquisition and long-term retention. Write your review in language that is
non-technical (without jargon) and conversational, making sure that you use proper
business English. Imagine that you are sitting across the table from a manager and
have just been asked to explain this research article and its practical application to her.
The following format is required:

1. Your name

2. Research Brief Title

Create a descriptive and engaging title that is not the same as the original article
title.

3. Original article reference

APA reference style. Include hyperlink provided by instructor.

4. Key Points (use as a heading)

The first bullet should be an “overview” statement for your review.

The following bullets should follow the main arguments in the article, so that a
reader gets a preview of all of the important points being made in the article.

Each key point should have its own bullet, and all ideas appearing in the key
points should also be made in the body of the article.

Each bullet must have a maximum of 25 words and end with a period.

There should be 3-5 bullets in total.

5. Overview (use as a heading)

The overview should contain 30-50 words providing the “big picture” of your
article in engaging terms that a businessperson will understand and benefit from.

The overview may follow the key points.

Please remember to write as though you are speaking directly to a manager, not a
professor.

6. What the Research Shows (use as a heading)

In this section, tell the manager what the research in the article found, in layman’s
terms.

This section contains 200 words maximum and must include the name of the
journal where the research appeared (in italics), where the author(s) work, where
the data came from, how it was analyzed and what the research findings were.

At your discretion, this section may also include mention of any context needed for
the empirical findings to make sense to a businessperson.

7. Why This Matters (use as a heading)

In this section, tell the reader what the research findings mean to someone
leading an organization/managing people. How can it make them more effective?
How can it help their teams or organizations perform better? Why does this
research matter to them?

This section must be between 200-350 words and must include well-crafted
managerial implications of what you took from the article (your words rather than
from the original journal article itself). Include at least one example from business
practice that names specific companies and/or business leaders. This may come
from the article or from your own research.

8. In Conclusion (use as a heading)

In this section, wrap things up and highlight one significant idea or learning point
from the related media/links (see 9.) that you have found (so readers are referred
to the links).

This section must be between 25-50 words.

9. Related Links (use as a heading)

Provide links to at least two related and relevant, quality third party articles (not
including the article you are reviewing), videos or websites, using the following
formatting:

o Title of the linked content – URL

Example:

 Example_CSR Pays for Itself x*

*Please note that any examples provided in this class are only examples. They are not
your assignments. They may or may not have been produced in response to the exact
instructions for your assignment. They do, however, demonstrate several of the key
concepts expected in your assignments. For your assignment, follow the instructions
that you have been given. An example is not an assignment. Also, do not assume that
this was an “A” paper, it wasn’t.

Submitting your Research Brief and Taking Part in Peer Review

 Prepare and submit your research brief as a Word or file to ensure that it can
be accessed by the instructor and those who will be providing you with feedback.

 Please place one empty line between paragraphs.
 Every paragraph of the entire research brief should be left justified with no

indention.

 Due dates:
o You will be posting your first draft twice:

 First, post it for the instructor’s review in Unit 5 by 11:30pm on
last day of Unit 5. Failure to submit a completed research brief
first draft on time will result in a reduction of 50 points for the
Research Brief assignment in addition to other late work
penalties.

 Second, post it in the Unit 6 Discussion by 11:30pm on the first
day of Unit 6. Peer reviews (giving and receiving feedback on
your first draft research briefs) take place in Unit 6 Discussion.
Failure to participate in peer review discussion will result in a
reduction of 50 points for the Research Brief assignment, in
addition to loss of all points for the discussion.

o After you have received feedback on your draft research brief, revise as
appropriate and post it for the instructor to grade in Unit 7 by 11:30pm on
the last day of Unit 7.

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