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• W2099268817 abstract "Purpose – The purpose of this paper is to examine the relationship between self-enhancement and helping behavior/intentions. Some people are more inclined than others to engage in helping behaviors. Determining what individual characteristics are related to helping behavior could have important implications for both marketers and non-profit organizations. Drawing on research on self-enhancement, this paper examines the relationship between the “above-average effect” (the tendency of individuals to rate themselves more favorably than they rate others) specifically on altruistic traits and helping behavior. Design/methodology/approach – Data were collected through two surveys and analyzed with correlation analysis, path analysis and structural equation models. Findings – In two studies, we find a positive relationship between interdependence and self-enhancement and a positive relationship between self-enhancement and helping behavior (volunteering in Study 1 and donation behavior in Study 2). We further show that self-enhancement mediates the effect of interdependence on helping. Personal importance of altruistic traits is shown to underlie these relationships. Practical implications – By understanding the antecedents of helping behaviors, non-profit and charity organizations, social marketers and other advocates of pro-social behaviors can enhance the effectiveness of their appeals. Our findings provide insights for both messaging and targeting. Originality/value – This study examines the relationship between self-enhancement and helping behavior. In so doing, it contributes to the self-enhancement literature by identifying the relationship between self-construal and self-enhancement. It also extends understanding of the relationship between these two constructs and helping behavior by revealing the mediating role of self-enhancement on helping behavior." @default.
• W2099268817 created "2016-06-24" @default.
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• W2099268817 date "2014-11-04" @default.
• W2099268817 modified "2023-09-30" @default.
• W2099268817 title "Does feeling holier than others predict good deeds? Self-construal, self-enhancement and helping behavior" @default.
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• W2099268817 doi "https://doi.org/10.1108/jcm-06-2014-1029" @default.
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