Good Deeds, Risky Bids: Accessible Pro-Social Behavior Increases Monetary Risk Taking

Maria Blekher, Ben-Gurion University of the Negev, Israel
Shai Danziger, Tel-Aviv University, Israel
Amir Grinstein, Ben-Gurion University of the Negev, Israel
This research demonstrates that recollecting a pro-social behavior or expressing virtuous intent can influence monetary risk taking. Four studies demonstrate that both an accessible pro-social behavior and virtuous intent increase one’s sense of security, prompting riskier decisions. Together, we show that accessible pro-social behavior influences seemingly unrelated decision domains.
[ to cite ]:
Maria Blekher, Shai Danziger, and Amir Grinstein (2012) ,"Good Deeds, Risky Bids: Accessible Pro-Social Behavior Increases Monetary Risk Taking", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 582-583.