The Topography of Generosity: Nonlinear Evaluations of Prosocial Actions

Nadav Klein, University of Chicago, USA
Nicholas Epley, University of Chicago, USA
A person’s reputation is partly based on their actions towards others. We examine how varying degrees of prosociality affect reputations. Five experiments find consistent nonlinear evaluations of prosociality, whereby participants evaluate fair actions more positively than selfish actions, but do not evaluate generous actions more positively than fair actions.
[ to cite ]:
Nadav Klein and Nicholas Epley (2014) ,"The Topography of Generosity: Nonlinear Evaluations of Prosocial Actions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 547-548.