The Effect of Spirituality on Pro-Social Behavior: Moderating Effect of Approach-Avoidance Motivation
In line with spiritual marketing, we demonstrated the effects of spirituality on pro-social behavior (studies 1a and 1b) using various measures and manipulation methods of spirituality. In addition, we verified the moderating effect of approach-avoidance motivation on the relationship between spirituality and pro-social behavior (study 2).
Eun Young Chun and Nara Youn (2014) ,"The Effect of Spirituality on Pro-Social Behavior: Moderating Effect of Approach-Avoidance Motivation", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 81-81.
Eun Young Chun, Hongik University, Korea
Nara Youn, Hongik University, Korea
LA - Latin American Advances in Consumer Research Volume 3 | 2014
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