Understanding the Motivation to Help under Mortality Salience

Professor Kim, Sara   (Principal Investigator (PI))

30

2015-11-01

369000

Understanding the Motivation to Help under Mortality Salience

Cultural norms and standards, Donations, Mortality salience, Prosocial behavior, Self-worth

Marketing

Business Studies (B)

17500715

General Research Fund (GRF)

2015

Completed

1) Systematically disentangle the two mechanisms of mortality salience: This project is the first to provide empirical evidence that the two previously documented mechanisms are distinct. 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.