Burnishing Prosocial Image to Self Vs. Others

Eight field and one lab experiments show that neither self- or social-image concerns have a single, uniform influence on consumers’ generosity under elective pricing. Across these experiments we occasionally see evidence for one, occasionally for the other, and frequently for neither. We interpret the cumulative null-relationship and propose potential meaningful moderators.



Citation:

Minah Jung, Silvia Saccardo, Ayelet Gneezy, and Leif D. Nelson (2018) ,"Burnishing Prosocial Image to Self Vs. Others", 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

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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