Hong, JungHwa (Jenny); Byun, Kyung-Ah (Kay) - In: Journal of Consumer Marketing 37 (2020) 2, pp. 205-214
Purpose: The purpose of this study is to examine the role of culture and future orientation in lenders’ prosocial microlending behaviors. Design/methodology/approach: Three experiments examine how different cultural backgrounds, either individualistic or collectivistic, influenced...