G6. Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity Internalization
This paper tests an interactive effect of ambient lighting and Moral Identity Internalization (MII) on prosocial behavior. Individuals low (vs. high) in MII are more likely to help others in bright than dark environment because the brightness increases their positive views of humanity.
Jun Yan, Luke Zhu, and Fang Wan (2018) ,"G6. Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity Internalization", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 936-936.
Jun Yan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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