9G Self-Construal and the Visual Existence of Others’ Charitable Giving

Previous literature has revealed that viewing the charitable donations of others influences the intent to donate negatively because of a heightened state of self-sufficiency. However, we show that such an effect may be reversed depending on consumers’ self-construal. Our study derives a new perspective on donation behavior by considering self-construal.


Mayuko Nishii and Takeshi Moriguchi (2019) ,"9G Self-Construal and the Visual Existence of Others’ Charitable Giving", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 985-985.


Mayuko Nishii, Waseda University, Japan
Takeshi Moriguchi, Waseda University, Japan


NA - Advances in Consumer Research Volume 47 | 2019

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