DOI: 10.5176/ 2251-1865_CBP13.43

Authors: Teoh Yiwen Vivien, Smita Singh

Abstract:

This research attempted to extend the scope of Construal Level Theory (CLT) [1], thus tested whether prosocial behaviour could be induced using positive or negative, concrete or abstract mindset. Participants (N =188) were randomly assigned to one of the four priming conditions of positive concrete or positive abstract or negative concrete, or negative abstract (n = 47). Results obtained supported the main hypothesis indicating priming with abstract construal categories lead to prosocial behavior.

Keywords: Construal Level Theory; Prosocial Behaviour; Priming; Mindset Activation; Valence; Self-Esteem

Price: $4.99

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