Prosocial behavior and morality
Sachdeva, Iliev, and Medin (2009)
B. (Miranda). Yin, Li, and Singh (2020)
Based on field and lab experiments, the effectiveness of pregiving incentives (PGIs) (e.g., either low-value monetary - coins, and non-monetary - greeting cards) depends on the organization’s goals.
For direct mail campaigns, monetary PGIs increase response rates (in donor acquisition campaigns) and likelihood to open a read acquisition letter (vs. a non-monetary or no PGIs)
ROI and average donations for monetary PGIs (for direct mail campaigns) is lower than (that of non-monetary or no PGI) due to the fact that monetary PGIs increase exchange norms, and decrease communal norms (even accounting for manipulative intent, anchoring and adjustment heuristics).
Chernev and Blair (2015)
CSR increases not only public relations and customer goodwill, but also customer product evaluation.
Consumers perceive that products from companies performed CSR to be better performing (even though they can experience and observe the products or when CSRs are unrelated to the company’s core business).
This effect is lowered when consumers believe that company’s behavior is driven by self-interest as compared to benevolence.
Hence, acting good (and people don’t know your true intent) can lead to better company’s performance.
Graham, Haidt, and Nosek (2009)
5 sets of moral intuitions:
Harm/care
Fairness/reciprocity
Ingroup/loyalty
Authority/respect
Purity/sanctity
Liberals put more weights on the first two foundations (i.e., Harm/care, and Fairness/reciprocity)
Conservatives weight all 5 foundations equally.
This difference is due to abstract assessments of violence or loyalty, moral judgments of statements and scenarios , etc.
Haidt (2001)
From the perspective of rationalists, moral judgment is the result of moral reasoning.
This article argues that moral reasoning is a post-hoc construction of judgments.
From the intuitionists’ view, reasoning is not only based on individual assessment, but also social and cultural influences.
Tangney, Stuewig, and Mashek (2007)
Moral emotions can influence the link between moral standards and moral behavior.
Negatively valenced “self-conscious” emotions include shame, guilt, and embarrassment.
A review on shame and guilt.
Kristofferson, White, and Peloza (2013)
Subsequent helping behaviors after initial support token depends on:
Under private initial support, consumers are more likely to exhibit greater helping later as compared to public display.
Chernev, Alexander, and Sean Blair. 2015.
“Doing Well by Doing Good: The Benevolent Halo of Corporate Social Responsibility.” Journal of Consumer Research 41 (6): 1412–25.
https://doi.org/10.1086/680089.
Graham, Jesse, Jonathan Haidt, and Brian A. Nosek. 2009.
“Liberals and Conservatives Rely on Different Sets of Moral Foundations.” Journal of Personality and Social Psychology 96 (5): 1029–46.
https://doi.org/10.1037/a0015141.
Haidt, Jonathan. 2001.
“The Emotional Dog and Its Rational Tail: A Social Intuitionist Approach to Moral Judgment.” Psychological Review 108 (4): 814–34.
https://doi.org/10.1037/0033-295x.108.4.814.
Kristofferson, Kirk, Katherine White, and John Peloza. 2013.
“The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action.” Journal of Consumer Research 40 (6): 1149–66.
https://doi.org/10.1086/674137.
Sachdeva, Sonya, Rumen Iliev, and Douglas L. Medin. 2009.
“Sinning Saints and Saintly Sinners.” Psychological Science 20 (4): 523–28.
https://doi.org/10.1111/j.1467-9280.2009.02326.x.
Tangney, June Price, Jeff Stuewig, and Debra J. Mashek. 2007.
“Moral Emotions and Moral Behavior.” Annual Review of Psychology 58 (1): 345–72.
https://doi.org/10.1146/annurev.psych.56.091103.070145.
Yin, Bingqing (Miranda), Yexin Jessica Li, and Surendra Singh. 2020.
“Coins Are Cold and Cards Are Caring: The Effect of Pregiving Incentives on Charity Perceptions, Relationship Norms, and Donation Behavior.” Journal of Marketing 84 (6): 57–73.
https://doi.org/10.1177/0022242920931451.