Understanding the Motivation to Help Others Under Mortality Salience: Self-Worth Enhancement Versus Cultural Standards Reinforcement

Our research examines two accounts underlying the effect of mortality salience on prosocial behavior: self-worth enhancement and cultural standards reinforcement. We disentangle the two accounts by comparing the effectiveness of different charitable appeals, and show the self-worth account dominates the cultural standards account unless cultural norms are explicitly made salient.



Citation:

Sara Kim, Youngsoo Kim, Soraya Lambotte, and Minhi Hahn (2018) ,"Understanding the Motivation to Help Others Under Mortality Salience: Self-Worth Enhancement Versus Cultural Standards Reinforcement ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 285-285.

Authors

Sara Kim, University of Hong Kong, Hong Kong
Youngsoo Kim, LSR/UX Lab, LG Electronics, South Korea
Soraya Lambotte, AbbVie, USA
Minhi Hahn, Korean Advanced Institute of Science and Technology, South Korea



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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