9D Performing Pro-Sociality in the Face of Paradox: How Do Consumers Navigate Normative Ideologies While Participating in Prosocial Projects?
Although scholars have explicated pro-social motivations, the ideological complexity involved in such projects remains ignored. Qualitatively studying the Syrian refugee resettlement in Canada, the current project explicates how competing ideologies influence consumers engaging in pro-sociality. Preliminary findings explain consumers conducting ideological hybridization, having theoretical and practical implications for stakeholders involved.
Shahzeb Jafri and Eileen Fischer (2019) ,"9D Performing Pro-Sociality in the Face of Paradox: How Do Consumers Navigate Normative Ideologies While Participating in Prosocial Projects?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 975-975.
Shahzeb Jafri, York University, Canada
Eileen Fischer, York University, Canada
NA - Advances in Consumer Research Volume 47 | 2019
F4. Social Support First, Money Later: Perceived Economic Mobility Increases Happiness When Perceived Social Support Opens the Door
Yong Ju Kwon, Seoul National University, USA
Sara Kim, University of Hong Kong
Youjae Yi, Seoul National University
E12. Green versus Premium Choice and Feelings of Pride
Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná
H12. Does Economic Development Influence Consumer Innovativeness?
Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia