The Value of Sacrifice - Relative Evaluation of Prosocial Behavior

This project investigates social evaluation of individual’s prosocial behavior, using choice-based conjoint analysis. Our results suggest that the social evaluation emerges from both the contribution’s economic value and the individual’s sacrifice. Moreover, people value volunteering more than monetary donations.


Gil Peleg, Oded Lowengart , and Danny Shapira (2017) ,"The Value of Sacrifice - Relative Evaluation of Prosocial Behavior", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 238-242.


Gil Peleg, Ben-Gurion University, Israel
Oded Lowengart , Ben-Gurion University, Israel
Danny Shapira , Ben-Gurion University, Israel


NA - Advances in Consumer Research Volume 45 | 2017

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