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
Toward Optimal Symbolic Recovery: Why and When “Thank you” is Better than “Sorry” in Addressing Service Delays
Yanfen You, New Mexico State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Lili Wang, Zhejiang University
Xiaoyan Deng, Ohio State University, USA
R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence
Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA
E6. The Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer than Isolation?
Qingqing Guo, Shanghai Jiao Tong University