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Showing 1 to 1 of 1 for “"culture, helping, emotion, consumer behavior"”.
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The moderating role of cultural orientation on emotional and behavioral outcomes of helping others
… 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 …