Customer Personal Features as Determinants of the Formation Process of Corporate Social Responsibility Perceptions
Article first published online: 6 SEP 2013
© 2013 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 30, Issue 10, pages 903–917, October 2013
How to Cite
Pérez, A. and Rodríguez del Bosque, I. (2013), Customer Personal Features as Determinants of the Formation Process of Corporate Social Responsibility Perceptions. Psychol. Mark., 30: 903–917. doi: 10.1002/mar.20654
- Issue published online: 6 SEP 2013
- Article first published online: 6 SEP 2013
The authors of this paper introduce three customer demographic features (age, gender, and educational level) and three psychological traits (support, collectivism, and novelty seeking) as moderators in a classic model to better explain the formation process of corporate social responsibility (CSR) perceptions. The results of the paper can assist CSR and marketing practitioners in better segmenting the market in order to adapt their CSR and communication strategies and make them more effective. The authors test a causal model that allows them to anticipate CSR perceptions based on customer evaluations of (1) the congruence between the company and its CSR strategy, (2) the motivations of the company to implement CSR activities, and (3) the corporate credibility in developing CSR programs. Results suggest that customer psychological features are more effective for marketing segmentation than demographic features because they explain more differences among customers in the formation of CSR perceptions. CSR support and novelty seeking are the most valuable characteristics that can be applied to marketing segmentation.