E2. Donation Versus Adoption: How the Mode of Helping Moderates the Effect of Emotions on Helping

Ads asking for donations depict help-recipients’ sad or happy emotions. We examine if the effect of help-recipients’ emotion on observers’ helping intention varies, depending on the helping mode. We find that the decision to adopt(donate), makes people more self-focused(other-focused) and more(less) likely to help when seeing happy (vs. sad) help-recipients.



Citation:

Ziqi Shang, Xiuping Li, and aradhna krishna (2018) ,"E2. Donation Versus Adoption: How the Mode of Helping Moderates the Effect of Emotions on Helping", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 927-927.

Authors

Ziqi Shang, Renmin University of China
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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