New concepts that go against conventional assumptions are typically hard to “prove” using a single method. In such cases, it is more effective to rely on evidence that employs a number of
Emotions are both a motivating force and a consequence of consumer prosocial behavior. The debate over whether people are truly altruistic has often focused on the direction of emotion that someone
People care about fairness. In our interpersonal relationships, we strive to maintain an equitable balance of costs and benefits (Fiske, 1991), and even in economic games with strangers people are
People want to be seen as kind, fair, and generous, and that goal influences their decision-making. Pay-what-you-want pricing highlights those goals by allowing consumers’ to express their social
The evolution of cooperation via indirect reciprocity has been a topic of great interest in recent years. Mathematical models and computer simulations have demonstrated the power of indirect