Cultural Difference in Self-Consciousness on Empathy Toward Socially Responsible Consumption

According to Triandis’s theory, people with individualistic cultures tend to use private self-consciousness, whereas people with collectivistic cultures use public one. A shopping scenario was provided to examine participants’ responses. The result shows that cultural difference is found in the distinct effects of self-consciousness on empathy for socially responsible consumption.


Chi-Cheng Luan (2020) ,"Cultural Difference in Self-Consciousness on Empathy Toward Socially Responsible Consumption", 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: 1185-1185.


Chi-Cheng Luan, National Chiao Tung University


NA - Advances in Consumer Research Volume 48 | 2020

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