“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.
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.
Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA
NA - Advances in Consumer Research Volume 46 | 2018
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