The First-Mover Authentic Advantage: How Order of Entry Signals Genuinely Good Character

When judging good deeds of companies, actions matter, but so does the inference that motives are genuine. We find that first-movers are perceived as more authentically-motivated than followers and get more credit for doing the same good action. Nonetheless, copying is perceived as better than doing no good.



Citation:

Brooke Kelly and Deborah Small (2017) ,"The First-Mover Authentic Advantage: How Order of Entry Signals Genuinely Good Character", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 307-312.

Authors

Brooke Kelly, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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