Does CSR means performance for consumers? An implicit study in the field of banking

Charlotte Lecuyer (1) , Sonia Capelli (1) , William Sabadie (1)

1 Laboratoire de Recherche Magellan

Our study aims at understanding the consumers’ implicit attitudes toward banking brands, in particular in testing if consumers oppose CSR and performance when considering those brands, depending on their kind of governance. We conducted two experiments with implicit measures. Our results emphasize that from the consumer’s point of view, banks which are perceived to be socially responsible are also perceived to be less efficient in the commercial area. However, the two experiments support the notion that cooperative governance manages to conciliate these two notions of solidarity and performance more effectively.

Mots clés: "solidarity"; "performance"; "co-operative"; "banking"; "implicit attitude"

Domaines: Gestion et management

Charlotte Lecuyer, Sonia Capelli, William Sabadie. Does CSR means performance for consumers? An implicit study in the field of banking. 18th AMS World Congress, Jul 2015, Bari, Italy. ⟨halshs-01128552⟩