The Value of Sacrifice - Relative Evaluation of Prosocial Behavior

Gil Peleg, Ben-Gurion University, Israel
Oded Lowengart , Ben-Gurion University, Israel
Danny Shapira , Ben-Gurion University, Israel
This project investigates social evaluation of individual’s prosocial behavior, using choice-based conjoint analysis. Our results suggest that the social evaluation emerges from both the contribution’s economic value and the individual’s sacrifice. Moreover, people value volunteering more than monetary donations.
[ to cite ]:
Gil Peleg, Oded Lowengart , and Danny Shapira (2017) ,"The Value of Sacrifice - Relative Evaluation of Prosocial Behavior", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 238-242.