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.



Citation:

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.

Authors

Zheshuai Yang, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers

Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA

Read More

Featured

M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience

Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico

Read More

Featured

A4. Persuasive Messaging in the Modern Media Landscape: Character Assassinations in Social Network’s Echo Chambers

Niek Althuizen, ESSEC Business School
Sourjo Mukherjee, ESSEC Business School
Negin Latifi Kasani, ESSEC Business School

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.