In 2010, for the first time in 23 years, PepsiCo did not invest in Super Bowl advertising for its iconic brand. Instead, the company diverted $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo’s innovative cause-marketing program in which consumers submitted ideas for grants for health, environmental, social, educational, and cultural causes. Consumers voted …
작성자별 글 보관함:서울대학교 행복연구센터
Dunn, E. W., et al. (2010). On the costs of self-interested economic behavior: How does stinginess get under the skin?. Journal of Health Psychology, 15(4), 627-633.
The present study examined how financial decisions ‘get under the skin’. Participants played an economic game in which they could donate some of their payment to another student. Affect was measured afterward and salivary cortisol was measured before and afterward. Participants who kept more money for themselves reported less positive affect, more negative affect, and …
Grant, A. M., &Sonnentag, S. (2010). Doing good buffers against feeling bad: Prosocial impact compensates for negative task and self-evaluations.
Although evidence suggests that negative task and self-evaluations are associated with emotional exhaustion, little research has examined factors that buffer against these effects. We propose that perceived prosocial impact, the experience of helping others, compensates for negative task and self-evaluations by focusing attention on positive outcomes for others. In Study 1, perceived prosocial impact attenuated …
Aknin, L. B., et al. (2011). It& #39;s the recipient that counts: Spending money on strong social ties leads to greater happiness than spending on weak social ties. PloS one, 6(2), e17018.
Previous research has shown that spending money on others (prosocial spending) increases happiness. But, do the happiness gains depend on who the money is spent on? Sociologists have distinguished between strong ties with close friends and family and weak ties—relationships characterized by less frequent contact, lower emotional intensity, and limited intimacy. We randomly assigned participants …
Dunn, E. W., Huntsinger, J., Lun, J., &Sinclair, S. (2008). The gift of similarity: How good and bad gifts influence relationships. Social Cognition, 26(4), 469-481.
We tested the hypothesis that gifts act as markers of interpersonal similarity for both acquaintances and close relationship partners. Participants were led to believe that a new opposite sex acquaintance (Experiment 1) or romantic partner (Experiment 2) had selected either a desirable or undesirable gift for them. In Experiment 1, men viewed themselves as less …
Krishna, A. (2011). Can supporting a cause decrease donations and happiness? The cause marketing paradox. Journal of Consumer Psychology, 21(3), 338-345.
In two laboratory and one pilot field study, we demonstrate that cause marketing, whereby firms link products with a cause and share proceeds with it, reduces charitable giving by consumers, even when it is costless to the consumer to buy on CM (versus not); further, instead of increasing total contribution to the cause, it can …
Anik, L., Aknin, L. B., Norton, M. I., Dunn, E. W., & Quoidbach, J. (2013). Prosocial bonuses increase employee satisfaction and team performance. PloS one, 8(9), e75509.
In three field studies, we explore the impact of providing employees and teammates with prosocial bonuses, a novel type of bonus spent on others rather than on oneself. In Experiment 1, we show that prosocial bonuses in the form of donations to charity lead to happier and more satisfied employees at an Australian bank. In …
Harbaugh, W. T., Mayr, U., &Burghart, D. R. (2007). Neural responses to taxation and voluntary giving reveal motives for charitable donations. Science, 316(5831), 1622-1625.
Civil societies function because people pay taxes and make charitable contributions to provide public goods. One possible motive for charitable contributions, called “pure altruism,” is satisfied by increases in the public good no matter the source or intent. Another possible motive, “warm glow,” is only fulfilled by an individual’s own voluntary donations. Consistent with pure …
Weinstein, N., &Ryan, R. M. (2010). When helping helps: Autonomous motivation for prosocial behavior and its influence on well-being for the helper and recipient.
Self-determination theory posits that the degree to which a prosocial act is volitional or autonomous predicts its effect on well-being and that psychological need satisfaction mediates this relation. Four studies tested the impact of autonomous and controlled motivation for helping others on well-being and explored effects on other outcomes of helping for both helpers and …
Aknin, L. B., Hamlin, J. K., &Dunn, E. W. (2012). Giving leads to happiness in young children. PLoS One, 7(6), e39211.
Evolutionary models of cooperation require proximate mechanisms that sustain prosociality despite inherent costs to individuals. The ‘‘warm glow’’ that often follows prosocial acts could provide one such mechanism; if so, these emotional benefits may be observable very early in development. Consistent with this hypothesis, the present study finds that before the age of two, toddlers …