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Social distancing and prosocial behaviors: The replenishing effect of intense visual stimulation

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  • Park, Yesol
  • Youn, Nara

Abstract

COVID-19 has disrupted lives across the world. This research investigates the psychological and behavioral consequences of social distancing, which is being globally practiced to contain its spread. Using seven experiments, we document the moderating role of high-intensity visual stimulation on social distancing’s effect on psychologically distressed individuals’ prosocial intentions and behaviors. The results reveal that social distancing resulted in ego depletion; however, exposure to high-intensity visual stimuli replenished cognitive resources and increased prosocial intentions and behaviors among those experiencing psychological distress due to social distancing.

Suggested Citation

  • Park, Yesol & Youn, Nara, 2022. "Social distancing and prosocial behaviors: The replenishing effect of intense visual stimulation," Journal of Business Research, Elsevier, vol. 149(C), pages 983-996.
    • Handle: RePEc:eee:jbrese:v:149:y:2022:i:c:p:983-996
    DOI: 10.1016/j.jbusres.2022.05.086
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    References listed on IDEAS

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    1. Kirk, Colleen P. & Rifkin, Laura S., 2020. "I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic," Journal of Business Research, Elsevier, vol. 117(C), pages 124-131.
    2. Lei Su & Echo Wen Wan & Yuwei Jiang, 2019. "Filling an Empty Self: The Impact of Social Exclusion on Consumer Preference for Visual Density," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 808-824.
    3. Rishtee K Batra & Tanuka Ghoshal & Gita JoharEditor & Derek RuckerAssociate Editor, 2017. "Fill Up Your Senses: A Theory of Self-Worth Restoration through High-Intensity Sensory Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 916-938.
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