A Selfless Or Selfish Act: the Incidental Effect of Direction of Comparison on Prosocial Behavior

Ann Schlosser, University of Washington, USA
Eric Levy, University of Cambridge, UK
We propose that direction of comparison affects individuals’ concern with the collective (vs. individual) welfare, thereby influencing whether appeals highlighting benefits to others (vs. the self) are more effective. This occurs regardless of whether comparisons involve others or a past self. Personal obligation to help others mediates this effect.
[ to cite ]:
Ann Schlosser and Eric Levy (2013) ,"A Selfless Or Selfish Act: the Incidental Effect of Direction of Comparison on Prosocial Behavior", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.