Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/121975
Title: WHY ARE THE RICH "HEARTLESS"? BEING IN THE MIDDLE COMPARISON POSITION FACILITATES HELPING TOWARDS THE INFERIOR COMPARISON TARGET
Authors: WEI JIE
Keywords: Social comparison, Prosocial behavior, Perspective taking, Charitable giving, Brand Preference
Issue Date: 30-Jul-2015
Citation: WEI JIE (2015-07-30). WHY ARE THE RICH "HEARTLESS"? BEING IN THE MIDDLE COMPARISON POSITION FACILITATES HELPING TOWARDS THE INFERIOR COMPARISON TARGET. ScholarBank@NUS Repository.
Abstract: I AM OFFERING AN EXPLANATION TO THE ?HEARTLESS RICH EFFECT?, IN WHICH I ATTEMPT TO DEMONSTRATE WHY INDIVIDUALS WHO ARE IN THE ?MIDDLE? POSITION EXHIBIT HIGHER PROSOCIAL TENDENCIES THAN THEIR ?SUPERIOR? COUNTERPARTS. THE SENSE OF BEING RICH OR SUPERIOR IS FLEXIBLY DEPENDENT ON AVAILABLE COMPARISON TARGET. AN INDIVIDUAL MAY PERCEIVE HIMSELF/HERSELF AS RICHER WHEN THERE IS A SOCIAL COMPARISON TARGET WHO EARNS LESS (BEING IN A SUPERIOR POSITION IN A SOCIAL COMPARISON). HOWEVER, HE/SHE MAY NOT FEEL SO WHEN A SOCIAL COMPARISON TARGET WHO EARNS MORE IS ALSO PRESENT. ACROSS THE 7 STUDIES, THE FINDINGS SUGGEST THAT BEING IN THE MIDDLE POSITION COMPARED TO BEING IN A SUPERIOR POSITION, WHETHER IN FINANCIAL OR NON-FINANCIAL TERMS, CAN INCREASE INDIVIDUALS? PROSOCIAL TENDENCY TOWARDS THE INFERIOR COMPARISON TARGET. THE EFFECT IS MEDIATED BY PERSPECTIVE TAKING, AND THE ACTIVATED PERSPECTIVE TAKING PROCESS INDUCED BY THE SOCIAL COMPARISON CAN BE CARRIED OVER TO OTHERS WHO NEED HELP.
URI: http://scholarbank.nus.edu.sg/handle/10635/121975
Appears in Collections:Ph.D Theses (Open)

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