Should I Help You Or Should I Not? the Role of Social Comparison on Helping Behavior Among Consumers

We are the first to investigate the effect of social comparison on helping behavior among consumers. Those who feel better than others help more due to self-enhancement. However, consumers who feel better (worse) off tend to make more (less) effort helping those whom they see (do not see) as similar.


Renata Martins, Lucia Barros, and Felipe Zambaldi (2021) ,"Should I Help You Or Should I Not? the Role of Social Comparison on Helping Behavior Among Consumers", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 919-919.


Renata Martins, FGV EAESP
Lucia Barros, Fun
Felipe Zambaldi, FGV EAESP


NA - Advances in Consumer Research Volume 49 | 2021

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