“It’S Not You, It’S Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior

This paper analyzes how CSR activities influence helping behaviors among customers. Across two studies, we demonstrate that participants faced with an opportunity to satiate self-defining goals through CSR had a reduced propensity to help other customers. Besides, we propose entitativity as a driver of customer helping behavior.



Citation:

Sofia Batista Ferraz, Andres Rodriguez Veloso, and Diogo Hildebrand (2018) ,"“It’S Not You, It’S Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 942-942.

Authors

Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

E3. Having Power, Giving More? The Effect of Psychological Power on Consumers’ Charitable Giving of Time

Wumei Liu, Lanzhou University

Read More

Featured

I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada

Read More

Featured

K2. Influence of Attentional Breadth on Processing and Memory of Brand Advertisements

Nicolas Noack, University of Duisburg-Essen
Lynn Brinkmann, University of Duisburg-Essen
Oliver B. Büttner, University of Duisburg-Essen

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.