| نوع المادة:
مقال
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| العنوان |
The Braggart's Dilemma: On the Social Rewards and Penalties of Advertising Prosocial Behavior
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| المؤلف/ المؤلفين |
Berman,Jonathan Z.
(Author)
Levine,Emma E.
(Author)
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| بيانات المجلة المصدر |
العنوان: JMR, Journal of Marketing Research
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العدد: 2015/FEB V.52 N.1
رقم الإستدعاء: 658.8305 JMR
الموقع: قاعة المراجع والدوريات - الطابق الثاني
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| الوصف المادي |
p 78-89
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| رأس الموضوع |
التسويق
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| الواصفات |
Marketing
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| رقم التزويد |
140462
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المستخلص
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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. ...
رابط المستخلص: http://journals.sagepub.com/doi/abs/10.1509/jmr.14.0002
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