Easy to Be Selfish: Comparing the Influence of a Social Norm and an Individual Example
Our decisions are inevitably influenced by others. The social impact theory proposes that N people are more influential than N-1 people. We demonstrate that while one individual example is less influential than a social norm in inducing unselfish behaviors, it is as influential as a norm in inducing selfish behaviors.
Zheshuai Yang and Yan Zhang (2018) ,"Easy to Be Selfish: Comparing the Influence of a Social Norm and an Individual Example", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 363-368.
Zheshuai Yang, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore
NA - Advances in Consumer Research Volume 46 | 2018
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