Local vs Global Helping: A Video Interview

In this video interview, I speak with Yajin Wang and Amna Kirmani about their joint JCR work (along with Xiaolin Li) that introduces residential mobility as a possible segmentation variable for organizations facing the challenge of seeking donations for physically distant others, even though consumers are more likely to support local causes. Consumers who move frequently tend to see themselves as citizens of the world, and hence are more likely to help others around the world, and not only support local causes.

 

Read the full paper:

Journal of Consumer Research, ucaa053, https://doi.org/10.1093/jcr/ucaa053

 

June Cotte

June is a Professor of Marketing at the Ivey Business School and a member of the JCR editorial team.

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