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



Share Proceeding

Featured papers

See More

Featured

Reversing the Experiential Advantage: Happiness Leads People to Perceive Purchases as More Experiential than Material

Hyewon Oh, University of Illinois at Urbana-Champaign, USA
Joseph K Goodman, Ohio State University, USA
Incheol Choi, Seoul National University

Read More

Featured

The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure

Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA

Read More

Featured

More Than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption

Chi Pham, UNSW Sydney
Nitika Garg, University of New South Wales

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.