Rgeting Independents and Interdependents to Increase Prosocial and Environmental Behavior

We investigate how independents and interdependents differ in the way they identify with and conform to social versus situational reference groups. Studies across different domains provide convergent evidence that in relatively private contexts, independents (interdependents) are more persuaded by situationally (socially) relevant reference groups.


Rebecca Chae and Carolyn Yoon (2019) ,"Rgeting Independents and Interdependents to Increase Prosocial and Environmental Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 497-498.


Rebecca Chae, University of Michigan, USA
Carolyn Yoon, University of Michigan, USA


NA - Advances in Consumer Research Volume 47 | 2019

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