Reciprocal Altruism As a Motivation For Sharing: Sharing Up Verses Sharing Down

This research focuses on social comparison and reciprocity expectations in sharing. In four studies we show that due to expected reciprocity, people are more willing to share their possessions with a high-performing (vs. low-performing) others. However, this preference to share-up (vs. share-down) diminishes when the possibility of reciprocation is removed.


Ayalla Ruvio, Naomi Mandel, and Elodie Gentina (2016) ,"Reciprocal Altruism As a Motivation For Sharing: Sharing Up Verses Sharing Down", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 37-41.


Ayalla Ruvio, Michigan State University, USA
Naomi Mandel, Arizona State University, USA
Elodie Gentina, Université de Lille, Frace


NA - Advances in Consumer Research Volume 44 | 2016

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