It’S Mine, But I’Ll Help You: How Ownership Salience Increases Prosocial Behavior

Maryam Kouchaki, Northwestern University, USA
Ata Jami, University of Central Florida, USA
Francesca Gino, Harvard University, USA
Ownership is prevalent in everyday life. We propose and show that salience of ownership triggers changes in one’s self-worth and enhances likelihood of engagement in prosocial behavior. We also show that materialism and mine-me sensitivity as individual differences are moderating the effect of ownership salience on prosocial behavior.
[ to cite ]:
Maryam Kouchaki, Ata Jami, and Francesca Gino (2017) ,"It’S Mine, But I’Ll Help You: How Ownership Salience Increases 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: 716-717.