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

Cho, Hyewon

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https://hdl.handle.net/2142/101349 Copy

Description

Title

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

Author(s)

Cho, Hyewon

Issue Date

2018-04-18

Director of Research (if dissertation) or Advisor (if thesis)

Shavitt, Sharon

Doctoral Committee Chair(s)

Shavitt, Sharon

Committee Member(s)

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

Department of Study

Business Administration

Discipline

Business Administration

Degree Granting Institution

University of Illinois at Urbana-Champaign

Degree Name

Ph.D.

Degree Level

Dissertation

Keyword(s)

culture, helping, emotion, consumer behavior

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.

Graduation Semester

2018-05

Type of Resource

text

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

Copyright and License Information

Copyright 2018 Hyewon Cho

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