A Little Good Goes an Unexpectedly Long Way: Underestimating the Positive Impact of Kindness on Recipients

Prosociality increases happiness for givers and receivers, but we find in field and laboratory settings that givers systematically undervalue their positive impact on recipients. Miscalibrated expectations create a barrier to prosociality—to the detriment of one’s own, and others’, welfare—because expected value guides choices to engage in prosocial behavior.



Citation:

Amit Kumar and Nicholas Epley (2020) ,"A Little Good Goes an Unexpectedly Long Way: Underestimating the Positive Impact of Kindness on Recipients", 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: 968-973.

Authors

Amit Kumar, University of Texas at Austin, USA
Nicholas Epley, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More

Featured

What a Waste: Effects of Food Consumption Choices and Traffic Light Labelling on Disposal

Marit Drijfhout, University of Groningen, The Netherlands
Jenny van Doorn, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands

Read More

Featured

C10. Beyond Self-control: A Field Exploration of the Interactive Effect between Cue-induced and Prospective Decision Making on Long-term Weight Loss

Wanyu Li, McGill University, Canada
Laurette Dube, McGill University, Canada
Yu Ma, McGill University, Canada

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.