Immediate Incentives in Prosocial Contexts

Prior research provides mixed evidence for the effect of financial incentives on prosocial behavior. Three studies (N = 982) fill this gap. We find that immediate (vs. delayed) incentives increase prosocial behavior when prosocial motivation is low, but that this effect attenuates when prosocial motivation is high.


Y. Rin Yoon and Kaitlin Woolley (2020) ,"Immediate Incentives in Prosocial Contexts", 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: 1230-1230.


Y. Rin Yoon, Cornell University, USA
Kaitlin Woolley, Cornell University, USA


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


H11. Not for Me: Identity Needs and Consumer Interest in Different Types of Co-creation

Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA

Read More


Brands as Complex Social Processes

Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland

Read More


Rituals Enhance Self-Brand Connection: The Role of Time Perception

Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University

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.