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
When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Featured
Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments
Romain Cadario, IESEG School of Management
Pierre Chandon, INSEAD, France
Featured
Red Flag! The Consequences of Alerting Consumers to Fake Reviews
Jared Joseph Watson, New York University, USA
Amna Kirmani, University of Maryland, USA