Duclos, Rod; Barasch, Alixandra - In: Journal of Consumer Research 41 (2014) 1, pp. 93-93
This research examines the interplay of self-construal orientation and victim group-membership on prosocial behavior. Whereas consumers primed with an independent self-construal demonstrate similar propensities to help needy in-group and out-group others, an interdependent orientation fosters...