Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity

This paper tests an interactive effect of ambient lighting and moral identity on prosocial behavior. Individuals low in moral identity are more prosocial in bright than dark environment because the brightness increases their perceived humanity. In contrast, individuals high in moral identity do not change their prosocial intention with lighting.



Citation:

Jun Yan, Luke Zhu, and Fang Wan (2019) ,"Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 915-916.

Authors

Jun Yan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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