The moderating role of cultural orientation on emotional and behavioral outcomes of helping others

culture, helping, emotion, consumer behavior

Cho, Hyewon

关键词: culture, helping, emotion, consumer behavior;   

Others  :  https://www.ideals.illinois.edu/bitstream/handle/2142/101349/CHO-DISSERTATION-2018.pdf?sequence=1&isAllowed=y

美国|英语

来源: The Illinois Digital Environment for Access to Learning and Scholarship

【 摘 要 】

This research challenges the common notion that people always feel good after helping others. Using a cross-cultural lens, it refines our understanding of previously documented emotional boost after helping. Helping others in individualistic cultures has been conceptualized more as a choice (vs. obligation), whereas in collectivistic cultures it is conceptualized more as an obligation (vs. choice). Previous literature on the emotional consequences of helping behavior, however, has not considered these culturally distinct conceptualizations. I argue that these culturally shaped conceptualizations of helping behavior (choice vs. obligation) will underlie distinct emotional outcomes that vary as a function of an individual’s cultural orientation. Further, I demonstrate how these emotional outcomes may be reflected in subsequent consumer behaviors (e.g., advertisement evaluations and music preferences), suggesting that these emotional consequences are associated with managerially important outcomes such as consumption for mood management.