| |
The Braggart's Dilemma: On the Social Rewards and Penalties of Advertising Prosocial Behavior
|
Material Type |
Article
|
Author(s) |
Berman, Jonathan Z. (Author)
Levine, Emma E. (Author)
|
Source Journal Info. |
Title:
JMR, Journal of Marketing Research
|
|
Volume/ Issue No.: 2015/FEB V.52 N.1
Call No.:658.8305 JMR Location: Periodicals & References Hall - 2nd floor
|
Physical Description |
p 78-89
|
Subject Area/ Descriptors |
Marketing
(2255)
|
|
|
Abstract |
People often brag about, or advertise, their good deeds to others. Seven studies investigate how bragging about prosocial behavior affects perceived generosity. The authors propose that bragging conveys information about an actor's good deeds, leading to an attribution of generosity. However, bragging also signals a selfish motivation (a desire for credit) that undermines the attribution of generosity....
Full Abstract
|
| More Articles from:
Journal:
JMR, Journal of Marketing Research
(354)
Issu: 2015/FEB V.52 N.1
|
|
|
|
| |
|
Search Through eResources |
● |
● |
Related topics |
|
|
|
|