Benefiting From Inequity Promotes Prosociality

When people see themselves as having benefited unfairly, they subsequently act more prosocially. Participants who had been rewarded despite poor performance were subsequently more likely to donate to charity (Study 1); more willing to volunteer for a good cause (Study 2); and more helpful (Study 3).


Yoel Inbar, Emily Zitek, and Alexander Jordan (2013) ,"Benefiting From Inequity Promotes Prosociality", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Yoel Inbar, Tilburg University, The Netherlands
Emily Zitek, Cornell University, USA
Alexander Jordan, Dartmouth College, USA


NA - Advances in Consumer Research Volume 41 | 2013

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