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

Informações

Código: MKT2922
Divisão: MKT - Marketing
Tema de Interesse: Tema 02 - Estudos Experimentais em Marketing

Autores

Sofia Batista Ferraz (Curso de Administração /ESPM - Esc Sup de Prop e MKT de São Paulo/Ass Esc Sup de Prop e MKT e Departamento de Mercadologia/FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) sofiasbf@gmail.com
Andres Rodriguez Veloso (Prog de Pós-Grad em Admin/Faculdade de Economia, Admin e Contab – PPGA/FEA/USP - Universidade de São Paulo) veloso@usp.br

Resumo

The possibilities of consumers helping each other vary across services and emphasize its dynamic and interdependent nature. With investments in technology-based, technology supported services, and customers’ empowerment, companies have interest in fostering customer voluntary behaviors that traditionally have been operated by employees (Groth, 2005). This paper analyzes how CSR activities influence helping behaviors among customers. Across two studies, we demonstrate that when participants were faced with previous opportunity to satiate self-defining goals through CSR, they had a reduced propensity to help other customers. Besides, we propose entitativity to foster customer helping in those situations. We extend previous research on CSR addressing the adverse effects on CCB. We show a negative facet of CSR that is still underexplored in the literature. Also, we provide behavioral support for our claim with our dependent variable on Study 1. The number of studies on CCB literature has grown in recent years, but no research has analyzed this effect and underlying factors that can attenuate undesirable behaviors. We also focus on helping other customers, a specific dimension of CCB, to understand the extent which customers are willing to go to help the firm.

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