Behavioral Versus Goal Modeling: When Exposure to Helping Models Decreases Helping

We examine whether observing a helping behavior leads to more (or less) helping depending on the goal underlying that behavior. Participants in our studies became less altruistic upon observing a helping behavior that was assumed to be driven by self-interest. Furthermore, this effect was moderated by independent self-construal.


Ioannis Evangelidis and Francesca Righetti (2014) ,"Behavioral Versus Goal Modeling: When Exposure to Helping Models Decreases Helping", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 465-465.


Ioannis Evangelidis, Rotterdam School of Management, Erasmus University Rotterdam, the Netherlands
Francesca Righetti, Department of Social Psychology, VU University Amsterdam, the Netherlands


NA - Advances in Consumer Research Volume 42 | 2014

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