Does Helping Help You Feel Good? the Answer Depends on Cultural Orientation

Hyewon Cho, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
Building on culturally distinct conceptualizations of helping (obligation vs. choice), this research focuses on the emotional consequences of helping others. We demonstrate that whether helping provides an emotional boost depends on cultural orientation, which determines whether people attribute helping to personal choice and, thus, to one’s personal character.
[ to cite ]:
Hyewon Cho and Sharon Shavitt (2014) ,"Does Helping Help You Feel Good? the Answer Depends on Cultural Orientation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 778-778.