All We Need Is Love: Examining Differences in Time and Money Donations Between Dyads and Individuals
Are consumers more prosocial together or alone? Four studies suggest that monetary donations do not vary whether made together or alone; however, dyads donate less time than individuals. This happens because dyadic interactions provide a proximate satisfaction of social needs, reducing the value of outside opportunities for social utility.
Hristina Nikolova (2018) ,"All We Need Is Love: Examining Differences in Time and Money Donations Between Dyads and Individuals", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 724-725.
Hristina Nikolova, Boston College, USA
NA - Advances in Consumer Research Volume 46 | 2018
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