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.
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.
Qingqing Guo, Shanghai Jiao Tong University
NA - Advances in Consumer Research Volume 46 | 2018
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