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
C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment
Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)
Featured
O6. Be Aware of Your Suspicion: When “Being Suspicious” Ironically Leads to Suboptimal Judgment- and Decision-Making
Julie Verstraeten, Ghent University, Belgium
Tina Tessitore, INSEEC Business School, France
Maggie Geuens, Ghent University, Belgium
Featured
Pangs from Persuasion: When Recommendations Undermine Consumers’ Social Worth
Suzanne Galia Rath, Queens University, Canada
Laurence Ashworth, Queens University, Canada
Nicole Robitaille, Queens University, Canada