It’S Mine, But I’Ll Help You: How Ownership Salience Increases Prosocial Behavior

Ownership is prevalent in everyday life. We propose and show that salience of ownership triggers changes in one’s self-worth and enhances likelihood of engagement in prosocial behavior. We also show that materialism and mine-me sensitivity as individual differences are moderating the effect of ownership salience on prosocial behavior.


Maryam Kouchaki, Ata Jami, and Francesca Gino (2017) ,"It’S Mine, But I’Ll Help You: How Ownership Salience Increases 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: 716-717.


Maryam Kouchaki, Northwestern University, USA
Ata Jami, University of Central Florida, USA
Francesca Gino, Harvard University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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