Subjective Age and the Greater Good

Seven studies find that people contribute more to the greater good of society (e.g., helping strangers in need) when they feel subjectively older. We shift people’s subjective age in the lab and the field and find that this heightened prosocial contribution occurs because feeling older increases felt responsibility for others.


Jen H. Park, Szu-chi Huang, and Daniella Kupor (2020) ,"Subjective Age and the Greater Good", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1043-1047.


Jen H. Park, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Daniella Kupor, Boston University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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