“…Along these lines, Ramasamy, Yeung, and Au The existence of social conventions could explain the relationship between altruism and culture in countries even when the focus is not religion. From this perspective, people imitate the prosocial behaviour of others (Nook, Ong, Morelli, Mitchell, & Zaki, 2016), resulting in similar behaviour in spatial and social proximities (Neymotin, 2016). This shared altruism might influence the behaviour of customers, employees and managers and, as a result, their involvement in communities.…”