Behavioral Versus Goal Modeling: When Exposure to Helping Models Decreases Helping

Ioannis Evangelidis, Rotterdam School of Management, Erasmus University Rotterdam, the Netherlands
Francesca Righetti, Department of Social Psychology, VU University Amsterdam, the Netherlands
We examine whether observing a helping behavior leads to more (or less) helping depending on the goal underlying that behavior. Participants in our studies became less altruistic upon observing a helping behavior that was assumed to be driven by self-interest. Furthermore, this effect was moderated by independent self-construal.
[ to cite ]:
Ioannis Evangelidis and Francesca Righetti (2014) ,"Behavioral Versus Goal Modeling: When Exposure to Helping Models Decreases Helping", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 465-465.