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

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.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Business Administration

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2018

Author dc:creator

• Cho, Hyewon

Contributors dc:contributor

• Shavitt, Sharon
• Rindfleisch, Aric
• Torelli, Carlos
• Mehta, Ravi

• culture, helping, emotion, consumer behavior

Statement dc:rights

• Copyright 2018 Hyewon Cho

Language dc:language

en

Handle dc:identifier

http://hdl.handle.net/2142/101349

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/101349