The Value of Sacrifice - Relative Evaluation of Prosocial Behavior

Research output: Chapter in Book/Report/Conference proceedingConference contribution


In 2015, Americans gave over $370 billion, of which the vast majority came from individuals, which drives an important question–what motivates individuals to contribute to charitable causes? In this session, we focus on perhaps a more intriguing question–what reduces individuals’ motivation to contribute time and money to or on behalf of charitable causes?
What motivates people to give less than they would give otherwise? What may lead society to devalue prosocial behavior? And, how might opportunities to behave prosocially through giving reduce participation in unrelated activities? Four papers explore these and related questions as they deepen our understanding of individuals’ prosocial behavior.
Original languageAmerican English
Title of host publicationNA - Advances in Consumer Research
EditorsAyelet Gneezy, Vladas Griskevicius, Patti Williams
StatePublished - 2017


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