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



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