Reciprocity By Proxy: Expanding the Boundaries of the Norm of Reciprocity to Induce Environmental Action

In cause-related marketing, organizations offer to donate to third-parties if consumers behave in line with the organizations’ goals. An expanded view of the boundaries of the reciprocity norm suggest organizations should instead first provide non-contingent benefits to the third party on behalf of target individuals before requesting the desired behavior.



Citation:

Noah J. Goldstein, Vladas Griskevicius, and Robert Cialdini (2011) ,"Reciprocity By Proxy: Expanding the Boundaries of the Norm of Reciprocity to Induce Environmental Action", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Noah J. Goldstein, University of California at Los Angeles, USA
Vladas Griskevicius, University of Minnesota, USA
Robert Cialdini, Arizona State University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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