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 MoreFeatured
J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship
Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Featured
H6. The Influence of Anthropomorphized Service Toolkit on Consumer Satisfaction in Service Coproduction
Rocky Peng Chen, Hong Kong Baptist University
Kimmy Chan, Hong Kong Baptist University
Featured
The Impact of Price and Size Comparisons on Consumer Perception and Choice
Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia