סמינר בשיווק

GIL PELEG Guilford Glazer Faculty of Business and Management, Ben-Gurion University

When people act prosocialy in public, they signal to society about the nature of their identity. One reflection of this signal is their willingness to sacrifices and help others. Using choice-based conjoint analysis, we evaluated the social evaluation emerging from prosocial behavior in the context of financial donations and volunteer work. The results reveal that people value volunteering more than monetary donations. We also found that the economic value is not the only factor associated with the evaluation given by society for prosocial behavior:   the benefactor’s sacrifice has a great impact overall, although the sacrifice itself has no impact as far as the beneficiary is concerned. Moreover, the results suggest that heterogeneity in the evaluator’s social values and resources yield different social evaluations. Furthermore, although it seems that the social evaluation is mostly fixed, it can be manipulated by framing for the beneficiary’s needs.