The Braggart's dilemma: On the social rewards and penalties of advertising prosocial behavior

Journal of Marketing Research

Volumn 52, Issue 1, 2015, Pages 90-104

  Berman, Jonathan Z ^a   Levine, Emma E ^b   Barasch, Alixandra ^b   Small, Deborah A ^b  

^a LONDON BUSINESS SCHOOL   (United Kingdom)

^b UNIVERSITY OF PENNSYLVANIA   (United States)

Author keywords

Altruism; Bragging; Prosocial behavior; Self promotion; Signaling

Indexed keywords

EID: 84928570953     PISSN: 00222437     EISSN: 15477193     Source Type: Journal    
DOI: 10.1509/jmr.14.0002     Document Type: Article

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