Penny For Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving
We examine an identity-based prosocial appeal that is growing in popularity, dueling preferences, where the act of giving is framed as a “duel” between two identity-relevant categories. Four laboratory and field studies reveal that “duels” provide a greater opportunity for potential givers to express themselves, which increases prosocial giving.
Citation:
Jacqueline R. Rifkin, Katherine Crain, and Jonah Berger (2018) ,"Penny For Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 363-368.
Authors
Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Charity Donors’ Response to Cause-Related Marketing: The Role of Attachment Styles
Sondes Zouaghi, Thema-Cergy University
Aïda Mimouni Chaabane, Thema-Cergy University
Featured
Consumers’ Attitudes Towards Their Rights and Responsibilities in the Sharing Economy: An Ideological Perspective
Marylouise Caldwell, University of Sydney, Australia
Steve Elliot, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
Marcus O'Connor, University of Sydney, Australia
Featured
C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice
Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA