When Social Market Meets Monetary Market: Consumer Heterogeneity in Attitudes Toward Money-Effort Exchange in a Prosocial Context

Contrary to predictions of two-markets theory or economic theory, I found that (1) people’s projected patterns of willingness to help were predictably heterogeneous across different payment levels and (2) the dominant pattern of projected behavior did not support either two-market theory or standard economic theory.



Citation:

Yun Jie (2018) ,"When Social Market Meets Monetary Market: Consumer Heterogeneity in Attitudes Toward Money-Effort Exchange in a Prosocial Context", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 65-66.

Authors

Yun Jie, SolBridge International School of Business, South Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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