Suyeon Jung

• University of Wisconsin–Madison

Consumers and marketers often post photos of experiential consumption online. While prior research has studied how human presence in social media images impacts viewers’ responses, the findings are mixed. The present research advances the current understanding by incorporating viewers’ need for self-identity into their response model. Six studies,...

Giving help is a generous act, but it can cause psychological distress for the recipients by inducing feelings of dependency, incompetence, or indebtedness. The current research identifies a novel factor-the timing of help in the course of an activity-that modulates the negative effect of help on the recipient's subjective well-being. Across nine s...