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
Share Proceeding
Featured papers
See MoreFeatured
Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To
Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA
Featured
Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora
Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA
Featured
A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior
Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA