Abstract
Consumers’ contributions to the betterment of their society can be viewed as helping behavior. Yet the process that motivates consumers to engage in helping behavior has been little studied within the framework of consumer behavior. This paper presents a model of this system of influences on helping. This model, which reflects recent findings from both behavioral science research and research involving marketing systems, provides a foundation for consumer research into the helping behavior that occurs in a wide variety of consumption-related areas where assistance is desirable or necessary. The model assumes the necessary conditions for helping are (1) a helping situation that involves (2) a victim or recipient of help, and (3) a potential helper.
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 The Academy of Marketing Science
About this paper
Cite this paper
Granzin, K.L., Olsen, J.E. (2015). A Model of the Influences that Lead to Consumers’ Helping Behavior. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_6
Download citation
DOI: https://doi.org/10.1007/978-3-319-13159-7_6
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13158-0
Online ISBN: 978-3-319-13159-7
eBook Packages: Business and EconomicsBusiness and Management (R0)