Do Altruistic Individuals "Share" More Contents on Social Media?

We show that altruistic individuals are more likely to share videos on Facebook. This relationship is driven by self-presentational concerns and self-oriented rewards rather than purely altruistic motives. We also show that non-altruistic individuals become more likely to share contents on Facebook when primed with concerns for others’ evaluations.



Citation:

Travis Tae Oh and Keith Wilcox (2018) ,"Do Altruistic Individuals "Share" More Contents on Social Media?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 728-729.

Authors

Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Testing Theories of Goal Progress within Online Learning

Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA

Read More

Featured

Two-By-Two: Categorical Thinking About Continuous Bivariate Data

Bart de Langhe, ESADE Business School, Spain
Philip M. Fernbach, University of Colorado, USA
Julie Schiro, University College Dublin

Read More

Featured

N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

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.