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.
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.
Ziqi Shang, Renmin University of China
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA
NA - Advances in Consumer Research Volume 46 | 2018
R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents
Kimberley Mosher Preiksaitis, Siena College
K11. Effects of Emotional vs. Rational Thinking on Consumer Responses to Verbal Precision
Ann Kronrod, University of Massachusetts, USA
Guang-Xin Xie, University of Massachusetts Boston
Shai Danziger, Tel Aviv University, Israel
D7. ‘That’s (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media
Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna