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Updated: Jun 10, 2026

Combining Behavioral Endocrinology and Experimental Economics: Testosterone and Social Decision Making
11:51

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Published on: March 2, 2011

社会的責任の共有:望むものを支払う価格と慈善的な寄付に関するフィールド実験

Ayelet Gneezy1, Uri Gneezy, Leif D Nelson

  • 1Rady School of Management, University of California, San Diego, 9500 Gilman Drive, La Jolla, CA 92093, USA. agneezy@ucsd.edu

Science (New York, N.Y.)
|July 22, 2010
PubMed
まとめ

顧客が貢献金額を選択する社会責任の共有は,固定価格と比較して利益を大幅に高めます. このアプローチは,消費者が購入を通じて社会福祉の懸念を表明することを可能にします.

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Persuasion Strategies01:52

Persuasion Strategies

Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts. Ultimately, the principles are effective in selling products and changing people’s attitude, ideas, and behaviors (Cialdini & Goldstein, 2004).
Altruism01:03

Altruism

Altruistic behaviors are “unselfish” behaviors—those that help another individual at the expense of the individual carrying out the behavior. Despite the negative consequences for the altruistic animal, these behaviors are thought to have evolved for several reasons.
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Social Exchange Theory

As formulated by John Thibaut and Harold Kelley, Social Exchange Theory explains human relationships as economic-like exchanges that maximize rewards and minimize costs. This theory suggests that individuals engage in relationships to gain benefits and reduce burdens, similar to economic transactions. It has been widely applied to various types of relationships, including romantic, professional, and social interactions.Rewards and Costs in RelationshipsRelationship rewards include emotional...
Social Exchange Theory02:06

Social Exchange Theory

We have discussed why we form relationships, what attracts us to others, and different types of love. But what determines whether we are satisfied with and stay in a relationship? One theory that provides an explanation is social exchange theory. According to social exchange theory, we act as naïve economists in keeping a tally of the ratio of costs and benefits of forming and maintaining a relationship with others (Rusbult & Van Lange, 2003).
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Egoism and Altruism

Voluntary behavior with the intent to help other people is called prosocial behavior. Why do people help other people? Is personal benefit such as feeling good about oneself the only reason people help one another?
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Social Proof

Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will change to conform to do what their peers do.