Doing Good For (Maybe) Nothing: How Reward Uncertainty Shapes Consumer Responses to Prosocial Behavior

Nine experiments find that prosocial actions incentivized by uncertain rewards are viewed as more purely motivated, morally good, and predictive of future prosocial behavior than prosocial actions incentivized by certain rewards of equal value. This effect arises because a willingness to do good despite a possibility of earning nothing signals intrinsic motivation.


Ike Silver and Jackie Silverman (2020) ,"Doing Good For (Maybe) Nothing: How Reward Uncertainty Shapes Consumer Responses to Prosocial Behavior", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1096-1100.


Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Delaware, USA


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


The Secrecy Effect: Secret Consumption Polarizes Product Evaluations

Maria A Rodas, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA

Read More


G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment

Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University

Read More


G10. The Effects of self-construal on evaluations of brand logo colors

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.