{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/101349"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/101349","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"The moderating role of cultural orientation on emotional and behavioral outcomes of helping others","abstract":"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.","abstract_html":"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.","abstract_has_math":false,"creators":["Cho, Hyewon"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"Ph.D.","degree_level":"Dissertation","degree_discipline":"Business Administration","degree_department":null,"school":null,"contributors":["Shavitt, Sharon","Rindfleisch, Aric","Torelli, Carlos","Mehta, Ravi"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2018,"date_issued":"2018-09-04T20:47:23Z","date_published":"2018-09-04T20:47:23Z","updated_at":"2026-07-22T22:24:38Z","subjects":["culture, helping, emotion, consumer behavior"],"languages":["en"],"rights":["Copyright 2018 Hyewon Cho"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/101349","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Shavitt, Sharon","Rindfleisch, Aric","Torelli, Carlos","Mehta, Ravi"]},{"key":"dc:creator","label":"Author","values":["Cho, Hyewon"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2018-09-04T20:47:23Z","2020-09-05T09:15:32Z","2018-04-18","2018-05"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Business Administration"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Dissertation"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Ph.D."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["culture, helping, emotion, consumer behavior"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2018 Hyewon Cho"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/101349"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["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.","Submission published under a 24 month embargo labeled 'Closed Access', the embargo will last until 2020-05-01","The student, Hyewon Cho, accepted the attached license on 2018-04-18 at 12:12.","The student, Hyewon Cho, submitted this Dissertation for approval on 2018-04-18 at 12:18.","This Dissertation was approved for publication on 2018-04-18 at 14:55.","DSpace SAF Submission Ingestion Package generated from Vireo submission #12350 on 2018-08-31 at 17:29:57","Made available in DSpace on 2018-09-04T20:47:23Z (GMT). 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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.","Submission published under a 24 month embargo labeled 'Closed Access', the embargo will last until 2020-05-01","The student, Hyewon Cho, accepted the attached license on 2018-04-18 at 12:12.","The student, Hyewon Cho, submitted this Dissertation for approval on 2018-04-18 at 12:18.","This Dissertation was approved for publication on 2018-04-18 at 14:55.","DSpace SAF Submission Ingestion Package generated from Vireo submission #12350 on 2018-08-31 at 17:29:57","Made available in DSpace on 2018-09-04T20:47:23Z (GMT). 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