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.
Citation:
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.
Authors
Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Delaware, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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