E6. the Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer Than Isolation?

Based on 7 studies (991 participants), we investigated crowding perception on helping behavior. Consumers in crowds have a stronger willingness to help others as they tend to experience a self-other overlap and stronger social connection as well as empathy in serial in crowds. The composition of crowds moderated the effect.



Citation:

Qingqing Guo (2018) ,"E6. the Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer Than Isolation?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 907-907.

Authors

Qingqing Guo, Shanghai Jiao Tong University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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