Understanding the Motivation to Help under Mortality Salience
Dr Kim, Sara (Principal investigator)
Mortality salience, Prosocial behavior, Self-worth, Donations, Cultural norms and standards
Business Studies (B)
RGC General Research Fund (GRF)
HKU Project Code
General Research Fund (GRF)
2) Develop a framework for understanding which mechanism primarily drives helping under which circumstances: This project will increase understanding of motivation for helping intentions and behavior under mortality salience. 3) Provide implications for the creation of charitable appeals by revealing which mechanism motivates helping under which circumstances. 4) Provide internal and external validities of our effects: By conducting both laboratory and field studies, we will test the internal and external validity of our effects.