Whom Do Incentives Motivate and Whom Do They Deter? the Role of Group Identity in Incentivizing Charitable Behavior

The role of material incentives in prosocial domain has long been arguable. This research suggests that group identity changes how people view personal gains through charitable behaviors thus altering the role of incentives: incentives motivate charitable behavior among in-group donors or fundraisers, but undermine charitable behavior among outgroups.



Citation:

Charis Li, Yanping Tu, and Ayelet Fishbach (2016) ,"Whom Do Incentives Motivate and Whom Do They Deter? the Role of Group Identity in Incentivizing Charitable Behavior", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 746-746.

Authors

Charis Li, University of Florida, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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