University of Illinois Urbana-Champaign

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

Cho, Hyewon

Content Files
CHO-DISSERTATION-2018.pdf

Permalink

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

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
Date of Ingest
2018-09-04T20:47:23Z
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
Permalink
http://hdl.handle.net/2142/101349
Copyright and License Information
Copyright 2018 Hyewon Cho

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