12-H: Understanding the Motivation to Help Under Mortality Salience: Self-Worth Account Versus Cultural Standards Account

Sara Kim, University of Hong Kong, Hong Kong
Youngsoo Kim, LSR/UX Lab, LG Electronics, South Korea
Soraya Lambotte, AbbVie, UK
Minhi Hahn , Korean Advanced Institute of Science and Technology, South Korea
Our research teases apart two accounts underlying the effect of mortality salience on prosocial behavior in prior work: self-worth enhancement and cultural standards reinforcement. We develop a framework for understanding which account primarily drives helping behavior under what circumstances and provide direct empirical evidence that these two accounts are distinct.
[ to cite ]:
Sara Kim, Youngsoo Kim, Soraya Lambotte, and Minhi Hahn (2017) ,"12-H: Understanding the Motivation to Help Under Mortality Salience: Self-Worth Account Versus Cultural Standards Account", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1038-1038.