Paper #1292

Title:

One person in the battlefield is not a warrior: Self-construal, perceived ability to make a difference, and socially responsible behavior

Authors:

Irina Cojuharenco, Gert Cornelissen and Natalia Karelaia

Date:

October 2011

Abstract:

We suggest that cultivating an individual's connectedness to others promotes socially responsible behavior both directly and indirectly – through increased perceived ability to make a difference. Individuals whose interdependent self is more prominent feel they have more of an impact on larger scale societal outcomes and, therefore, engage more in socially responsible behaviors than do individuals whose independent self is more prominent. We test these hypotheses in two experiments in which participants make financial contributions or exert an effort for a social cause. In a survey, we find that perceived effectiveness mediates the effect of self-construal on socially responsible consumption.

Keywords:

self-construal, interdependent self, independent self, socially responsible behavior, perceived effectiveness

JEL codes:

C91, D64

Area of Research:

Management and Organization Studies / Behavioral and Experimental Economics

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