The braggart’s dilemma: on the social rewards and penalties of advertising prosocial behavior
Journal
Journal of Marketing Research
Subject
Marketing
Publishing details
Journal of Marketing Research 2015 Vol 52:1 p 30-104
Authors / Editors
Berman J Z;Levine E E;Barasch A;Small D A
Biographies
Publication Year
2015
Abstract
People often brag about, or advertise, their good deeds to others. Seven studies investigate how bragging about prosocial behavior affects perceived generosity. The authors propose that bragging conveys information about an actor’s good deeds, leading to an attribution of generosity. However, bragging also signals a selfish motivation (a desire for credit) that undermines the attribution of generosity. Thus, bragging has a positive effect when prosocial behavior is unknown because it informs others that an actor has behaved generously. However, bragging does not help—and often hurts—when prosocial behavior is already known, because it signals a selfish motive. Additionally, the authors demonstrate that conspicuous cause marketing products have effects akin to bragging by signaling an impure motive for doing good deeds. Finally, the authors argue that bragging about prosocial behavior is unique because it undermines the precise information that the braggart is trying to convey (generosity). In contrast, bragging about personal achievements does not affect perceptions of the focal trait conveyed in the brag. These findings underscore the strategic considerations inherent in signaling altruism.
Keywords
Prosocial Behavior; Altruism; Bragging; Self-Promotion; Signaling
Available on ECCH
No