Reciprocal Altruism As a Motivation For Sharing: Sharing Up Verses Sharing Down

This research focuses on social comparison and reciprocity expectations in sharing. In four studies we show that due to expected reciprocity, people are more willing to share their possessions with a high-performing (vs. low-performing) others. However, this preference to share-up (vs. share-down) diminishes when the possibility of reciprocation is removed.


Ayalla Ruvio, Naomi Mandel, and Jaimie Arona Krems (2018) ,"Reciprocal Altruism As a Motivation For Sharing: Sharing Up Verses Sharing Down", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 73-74.


Ayalla Ruvio, Michigan State University, USA
Naomi Mandel, Arizona State University, USA
Jaimie Arona Krems, Arizona State University, USA


E - European Advances in Consumer Research Volume 11 | 2018

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