Consumer Citizenship Behavior: the Effects of Social Identification on Interpersonal Helping Behavior Among Consumers

Jeff Allen, University of Central Florida, USA
Carolyn Massiah, University of Central Florida, USA
Zachary Johnson, University of Central Florida, USA
Kristin Bowman, University of Central Florida, USA
Social identification at community and subgroup levels served as independent variables and three types of helping intentions were dependent variables in a multivariate multiple regression model. Identification-helping relations were stronger when identity was salient at the subgroup level. Identification was positively related to product-based helping at community and subgroup levels.
[ to cite ]:
Jeff Allen, Carolyn Massiah, Zachary Johnson, and Kristin Bowman (2011) ,"Consumer Citizenship Behavior: the Effects of Social Identification on Interpersonal Helping Behavior Among Consumers", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 589-590.