The Braggart’S Dilemma: on the Social Rewards and Penalties of Advertising Prosocial Behavior

Jonathan Berman, University of Pennsylvania, USA
Emma E. Levine, University of Pennsylvania, USA
Alixandra Barasch, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA
People often advertise, or brag about, their good deeds to others in order to signal their generosity. We show when bragging about prosocial behavior succeeds or fails, and further demonstrate why bragging about prosocial behavior is different from bragging about personal achievements.
[ to cite ]:
Jonathan Berman, Emma E. Levine, Alixandra Barasch, and Deborah Small (2013) ,"The Braggart’S Dilemma: on the Social Rewards and Penalties of Advertising Prosocial Behavior", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.