Paying Memories of Past Kindness Forward: Examining the Impact of Power and Memory on Prosocial Behavior

Katina Kulow, University of Louisville, USA
Kara Bentley, University of South Carolina, USA
Priyali Rajagopal, University of South Carolina, USA
We explore how eliciting altruistic memories among consumers will promote prosocial behavior. Across two studies, we show that when individuals reflect on memories of receiving (vs. giving) help, individuals low in power were more likely to engage in prosocial behavior, particularly in contexts allowing for a potential increase in power.
[ to cite ]:
Katina Kulow, Kara Bentley, and Priyali Rajagopal (2015) ,"Paying Memories of Past Kindness Forward: Examining the Impact of Power and Memory on Prosocial Behavior", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 794-794.