The Lonely Philanthropist: How Social Cues Moderate the Effect of Loneliness on Charitable Giving

In the current research, we hope to reconcile the contradicting findings on the effect of lonelinss on prosocial behavior by proposing a moderator: the presence of social cues. We propose that the effect of loneliness on prosocial behavior is moderated by the presence of social cues. Specifically, we propose that 1) the need to belong will mediate the positive effect of loneliness on prosocial behavior when social cues are present, 2) empathy will mediate the negative effect of loneliness on prosocial behavior when social cues are absent.



Citation:

Zoe Y. Lu and Robin J. Tanner (2015) ,"The Lonely Philanthropist: How Social Cues Moderate the Effect of Loneliness on Charitable Giving", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 327-327.

Authors

Zoe Y. Lu, University of Wisconsin - Madison, USA
Robin J. Tanner, University of Wisconsin - Madison, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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