Dissertations, Theses, and Capstone Projects
Date of Degree
9-2020
Document Type
Dissertation
Degree Name
Ph.D.
Program
Business
Advisor
Sankar Sen
Committee Members
Ana Valenzuela
Stephen J. Gould
Gita Venkataramani Johar
Subject Categories
Marketing
Keywords
consumer behavior; sharing; childhood memories
Abstract
This research demonstrates that recalling childhood memories increases the likelihood of lending one’s possessions to someone else by making people (particularly those who are less rebellious) feel more connected to their communities. Five studies demonstrate the predicted effect of childhood memories on consumers’ lending intentions and actual lending behavior. The studies also provide evidence that childhood memories increase less-rebellious consumers’ sense of self–community connectedness, which, in turn, facilitates lending, as sharing in (sharing with family and close others) is a far more common form of sharing than sharing outside those circles.
Recommended Citation
Szabo-Douat, Teodora, "“Caring Is Sharing”: The Effect of Childhood Memories on Consumers’ Lending Behavior" (2020). CUNY Academic Works.
https://academicworks.cuny.edu/gc_etds/4092
Web Appendix