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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

How Numeric Roundness Influences Probability Perceptions

Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More

Featured

Q6. Online Social Status Predicts Subjective Well-being: a Two Population Study

Rui Du, University of Hawaii, USA
Miao Hu, University of Hawaii, USA

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.