Social Comparison and Prosocial Behavior

Informações

Código: MKT1448
Divisão: MKT - Marketing
Tema de Interesse: Tema 02 - Estudos Experimentais em Marketing

Autores

Rafael Demczuk (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) rafaeldemczuk@yahoo.com.br
Danielle Mantovani (PPGADM - Programa de Pós-Graduação em Administração/UFPR - Universidade Federal do Paraná) danielle@ufpr.br
Daniel Fernandes (Católica Lisbon School of Business & Economics/Universidade Católica Portuguesa) daniel.fernandes@clsbe.lisboa.ucp.pt

Resumo

Given the increasing inequality rates worldwide, social comparisons become more evident. In three experiments, we examine consumers’ judgments about how much they and others should donate for charity when making socioeconomic comparisons. Individuals who make upward comparison think that others in a superior socioeconomic position should donate more money and time for charity, whereas individuals who make downward comparison think that they should donate more time, but not more money, for charity than those in an inferior socioeconomic position. Archival data from the World Values Survey shows that consumers with low socioeconomic status attribute to the government the responsibility of providing for everyone, while those with high socioeconomic status are more favorable to inequality. People who make upward social comparisons attribute the responsibility of donations to wealthier others, but people who make downward social comparisons do not show heightened monetary donation intentions. This differential pattern of donation attributions and donation amount among individuals who make upward and downward social comparisons could exacerbate economic inequality in society.

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