“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 MoreFeatured
F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance
Wided Batat, American University Beirut
Featured
When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Featured
Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels
Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada