Balancing self/collective-interest: equity theory for prosocial consumption
Abstract
Purpose This work aims to use equity theory to explore how consumers assess prosocial actions as part of a mental portfolio of purchases and behaviors in a broader marketplace, seeking balance in market exchanges. Conceptualizing marketing exchange as both an exchange of perceived value and a balance between self- and collective-interest allows for segmentation by consumer sensitivity to equity and sheds light on why prosocial consumption might...
Paper Details
Title
Balancing self/collective-interest: equity theory for prosocial consumption
Published Date
Feb 1, 2018
Volume
52
Issue
3/4
Pages
528 - 549
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History