Recent research indicates that helpers may be subjected to criticism not only from the help-recipients but also from third parties. Accordingly, this study hypothesizes four factors (effort, time, money, and risk) as constraints on assistance and four factors (nonnecessity, norm deviation, selfish motivation, and mental burden) as reasons for lowered impression. To investigate the reasons for lowered impression, the researchers contrasted a normal scenario with exaggerated ones where the separate constraining factors were manipulated as independent variables. The results indicated that compared to the normal scenario, helpers obtained lower evaluations in the three conditions that manipulated effort, money, and risk. Moreover, the effects of norm deviation and nonnecessity on lowered impression were larger than that in the effort and time scenarios. However, only a large norm-deviation effect was observed in the money and risk scenarios.
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