Examining the Effect of Altruistic Prosocial Behaviors on Subsequent Indulgence

Across three studies, both with hypothetical and with actual giving, we find that the effect of altruistic prosocial behaviors on consumers’ self-indulgence depends on how moral the givers perceive indulgences to be. Altruistic givers are more willing to indulge as perceived morality of indulgences increases, supporting an affect regulation explanation.


Ning Chen, Francine E. Petersen, and Tina M. Lowrey (2019) ,"Examining the Effect of Altruistic Prosocial Behaviors on Subsequent Indulgence", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 510-511.


Ning Chen, Zhejiang University of Finance and Economics, China
Francine E. Petersen, HEC Lausanne, Switzerland
Tina M. Lowrey, HEC Paris, France


NA - Advances in Consumer Research Volume 47 | 2019

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