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

Share Proceeding

Featured papers

See More


Don’t Tell Me Who I Am! When and How Assigning Consumers an Identity Backfires

Noah Castelo, Columbia University, USA
Kirk Kristofferson, Ivey Business School
Kelley Main, University of Manitoba, Canada
Katherine White, University of British Columbia, Canada

Read More


Emotion, Scientific Reasoning, and Judgments of Scientific Evidence

Caitlin Drummond, University of Michigan, USA
Baruch Fischhoff, Carnegie Mellon University, USA

Read More


When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?

Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.