Understanding the Motivation to Help under Mortality Salience


Grant Data
Project Title
Understanding the Motivation to Help under Mortality Salience
Principal Investigator
Dr Kim, Sara   (Principal investigator)
Duration
24
Start Date
2015-11-01
Completion Date
2017-10-31
Amount
369000
Conference Title
Presentation Title
Keywords
Mortality salience, Prosocial behavior, Self-worth, Donations, Cultural norms and standards
Discipline
Marketing
Panel
Business Studies (B) (under H Panel before 2011/12)
Sponsor
RGC General Research Fund (GRF)
HKU Project Code
17500715
Grant Type
General Research Fund (GRF)
Funding Year
2015/2016
Status
On-going
Objectives
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.