La adopción de perspectiva y la comunicación de la responsabilidad social corporativa: una revisión conceptual
Resumen
Este es un primer producto en el marco de una investigación en curso enfocada en las comunicaciones de la responsabilidad social corporativa (RSC). Pomering y Dolnicar (2009) expresan que las empresas cometen fallos en los procesos de comunicación de la RSC, uno de ellos es no conseguir la sensibilización de los consumidores con respecto a estas actividades de RSC, precisamente por la falta de comunicación de los programas o por la mínima conciencia de los consumidores de la importancia de las actividades de RSC. Encontrar la manera más efectiva de mantener informados a los consumidores, sin perder la credibilidad, desempeña un papel importante en los objetivos estratégicos de la RSC (Bhattacharya y Sen, 2004). En el marco del modelo de comunicaciones de la RSC, surge la adopción de perspectiva (empatía cognitiva, rol taking, perspective taking) como un concepto que hasta ahora no ha sido analizado a la luz de la literatura en las comunicaciones del marketing y el comportamiento del consumidor, como alternativa en el diseño del contenido de mensajes relacionados y dirigidos a influir en los stakeholders. Se hace una revisión de los conceptos y sus alternativas.
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