Promoting Conspicuous Generosity: Justifying the “Brag” By Removing the Choice

People often feel conflicted about publicizing their pro-social behaviors (aka the braggart’s dilemma). We show that while people do predict such social inferences, “brag-binding”, i.e, making the publicity of a pro-social behavior mandatory instead of voluntary, can resolve this dilemma and motivate people to engage in conspicuous prosocial behaviors.



Citation:

Adelle Yang and Christopher Hsee (2017) ,"Promoting Conspicuous Generosity: Justifying the “Brag” By Removing the Choice", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 68-73.

Authors

Adelle Yang, National University of Singapore, Singapore
Christopher Hsee, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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