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
Expressing Dissent: How Communication Medium Shapes Dehumanization and Attitude Change
Juliana Schroeder, University of California Berkeley, USA
Moral Arguments Are Most Persuasive in Changing Attitudes of Opponents of Genetically Modified Foods
Sydney Scott, Washington University, USA
Yoel Inbar, University of Toronto, Canada
Paul Rozin, University of Pennsylvania, USA
If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption
Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln