Evaluation of Prosocial Behavior and Sacrifice Signaling.

Research output: Contribution to journalArticlepeer-review

Abstract

When people act prosocially in public, they signal society about the nature of their identity. One reflection of this is by their sacrifices to help others. Using choice-based conjoint experiments, the authors evaluated the social recognition for prosocial behavior in the context of financial donations and volunteer work. The results reveal that the economic value of the donation is not the only factor in social recognition, as the benefactor's sacrifice signaling has a great impact on the social recognition although the sacrifice itself has no impact as far as the beneficiary is concerned. Moreover, the authors found that people grant higher social recognition for volunteering than monetary donations. The results also suggest that heterogeneity in the evaluator's social values and their resources yield different social recognition. Furthermore, although it seems that social recognition is mostly fixed, it can be manipulated by framing the beneficiary's needs.
Original languageEnglish GB
Pages (from-to)1
Number of pages1
JournalAcademy of Management Annual Meeting Proceedings
Volume2020
Issue number1
DOIs
StatePublished - 1 Jan 2020

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