11-G: Pride and Donation Behaviors

By using the donation amount of real money, results indicate that participants experiencing authentic pride placed a more lenient bar to them while requiring others a stricter moral bar. The results become insignificant to participants when experiencing hubristic pride.



Citation:

Sungjun (Steven) Park and Yong J. Hyun (2017) ,"11-G: Pride and Donation Behaviors", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1052-1052.

Authors

Sungjun (Steven) Park, Korea Advanced Institute of Science and Technology (KAIST), South Korea
Yong J. Hyun, Korea Advanced Institute of Science and Technology (KAIST), South Korea



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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