Summary Research on organizational citizenship behavior (OCB) typically focuses on either one type of OCB or an aggregate of multiple types of OCB. We investigate a third conceptualization of OCB by examining how employees use conscientiousness, sportsmanship, civic virtue, courtesy, and altruism in distinct combinations. In Study 1, we identify 5 profiles of citizenship in a sample of 129 workers in a medium‐sized firm. Some employees used either high levels (prosocial citizens), above average levels (contributors), or low levels of all 5 OCBs (disengaged). Another profile of employees (specialists) displayed relatively high levels of civic virtue and altruism, and a final profile of employees (moderates) engaged in below‐average levels of all OCBs except conscientiousness. We also found that organizational concern citizenship motives related to these profiles. In Study 2, using a more generalizable sample of over 400 employees, we replicated 4 of the 5 profiles and identified a group of employees who mainly engaged in OCBs aimed at others (good coworkers). Using data collected at 3 points in time, we also found that citizenship motives (impression management, prosocial values, and organizational concern) predicted all 5 OCB profiles and that these profiles predicted job performance ratings, workplace status, and citizenship fatigue.

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Contemporary consumers, societies, and ecologies face many challenges to well-being. Consumer researchers have responded with new attention to what engenders happiness and flourishing, particularly as a function of consuming more wisely. Consumer wisdom has been conceptualized as the pursuit of well-being through the application of six interrelated dimensions: Responsibility, Purpose, Flexibility, Perspective, Reasoning, and Sustainability (Luchs, Mick, and Haws 2020). However, up to now, the roles of marketing management and government policies with respect to enabling and supporting consumer wisdom have not been thoroughly and systematically considered. To do so, we adopt an integrative approach based on a range of theoretical and empirical insights from both wisdom research in the social sciences and in consumer research. We weave those insights into the stages of an expanded version of the circular economy model of the value cycle, within which we also include the traditional four Ps of the marketing mix. This approach allows us to identify how marketing practices and public policies can enable and support consumer wisdom, resulting in advancements to well-being and the common good as well as restorations to the missions and reputations of business and government.

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for comments on an early draft, and Otavio Bartalotti and Laura Rees for comments on study design and manuscript.