11-R: Two Faces of Moral Identity Internalization: the Interactive Effect of Lighting, Moral Identity Internalization and Recipient's Cost on Prosocial Behavior

This paper tests an interactive effect of lighting and moral identity on prosocial behavior. Individuals low in Moral Identity Internalization are more likely to help when the surrounding is bright and the recipient's cost is low. In contrast, individuals high in MII help regardless of lighting and the recipient's cost.



Citation:

Jun Yan, Fang Wan, Luke Zhu, and Aaron Stone (2017) ,"11-R: Two Faces of Moral Identity Internalization: the Interactive Effect of Lighting, Moral Identity Internalization and Recipient's Cost on Prosocial Behavior ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1068-1068.

Authors

Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Aaron Stone, University of Manitoba, Canada



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More

Featured

Trust in Doubt: Co-Chair's Invited Panel

Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray, MentionMapp.com
Andre Spicer, City University of London, UK

Read More

Featured

Family Consumption Experiences Across Generations

Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.