Projecting lower competence to maintain moral warmth in the avoidance of prosocial requests
When faced with prosocial requests, consumers face a difficult decision between taking on the request’s burden or appearing unwarm (unkind, uncaring). We propose that the desire to refuse such requests while protecting a morally warm image leads consumers to under-represent their competence. Althoug...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2018
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| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/5403 https://ink.library.smu.edu.sg/context/lkcsb_research/article/6402/viewcontent/Liu_et_al_2017_Journal_of_Consumer_Psychology__1_.pdf |
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| Institution: | Singapore Management University |
| Language: | English |