The Cost of Opposition: Preferring to Punish Our Own Rather Than Help Our Opponent
When choosing whether to help an opposing cause (donate money) or hurt one’s own cause (take away money), individuals prefer to hurt their own. This occurs despite believing their cause is more effective with donation funds, indicating that group-identity concerns, rather than impact, influence the choice to help or hinder.
Rachel Gershon and Ariel Fridman (2020) ,"The Cost of Opposition: Preferring to Punish Our Own Rather Than Help Our Opponent", 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.
Rachel Gershon, University of California San Diego, USA
Ariel Fridman, University of California San Diego, USA
NA - Advances in Consumer Research Volume 48 | 2020
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