When Social Influences Have Far Reaching Implications

Monica Popa, University of Alberta, Canada
Jennifer Argo, University of Alberta, Canada
Building on social influence research, we explore how a consumer’s interaction with one shopper will influence the consumer’s likelihood to help a third shopper who is in distress. To achieve this, we integrate the affect-based account of altruism with social identity theory. In general, we show that helping behavior is influenced by how people appraise the valence and agency of social information. More specifically, consumers are more likely to help after they encounter a friendly (vs. grumpy) fellow shopper and are less helpful when the shopper flatters (vs. threatens) them.
[ to cite ]:
Monica Popa and Jennifer Argo (2008) ,"When Social Influences Have Far Reaching Implications", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1025-1026.