Good Deeds, Risky Bids: Accessible Pro-Social Behavior Increases Monetary Risk Taking

This research demonstrates that recollecting a pro-social behavior or expressing virtuous intent can influence monetary risk taking. Four studies demonstrate that both an accessible pro-social behavior and virtuous intent increase one’s sense of security, prompting riskier decisions. Together, we show that accessible pro-social behavior influences seemingly unrelated decision domains.



Citation:

Maria Blekher, Shai Danziger, and Amir Grinstein (2012) ,"Good Deeds, Risky Bids: Accessible Pro-Social Behavior Increases Monetary Risk Taking", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 582-583.

Authors

Maria Blekher, Ben-Gurion University of the Negev, Israel
Shai Danziger, Tel-Aviv University, Israel
Amir Grinstein, Ben-Gurion University of the Negev, Israel



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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