Reciprocity: Warm glow or guilt aversion?

2020 ◽  
Author(s):  
Florian Kerzenmacher
Keyword(s):  
Warm Glow ◽  
Guilt Aversion

FRATERNITY, INTRINSIC MOTIVATION AND SACRIFICE: A REPLY TO GUI AND NELSON

2009 ◽  
Vol 25 (2) ◽  
pp. 195-198 ◽  
Author(s):  
Luigino Bruni ◽  
Robert Sugden
Keyword(s):  
Intrinsic Motivation ◽  
Warm Glow ◽  
Joint Commitment ◽  
Mutual Assistance ◽  
Cooperative Relationships ◽  
Intrinsic Motivations ◽  
Personal Costs ◽  
Guilt Aversion

This paper responds to Gui and Nelson's separate comments on our paper ‘Fraternity’, which analysed sociality in markets as joint commitment to mutual assistance. We argue that our analysis is fundamentally different both from Nelson's analysis (a mixture of self-interested and intrinsic motivations) and from that provided by theories of warm glow or guilt aversion, as discussed by Gui. We agree with Gui that, in initiating and maintaining cooperative relationships, individuals sometimes incur personal costs to benefit others without any certainty of reciprocation, but we argue that the intentions underlying such actions are cooperative rather than self-sacrificing.

ON MUTUAL BENEFIT AND SACRIFICE: A COMMENT ON BRUNI AND SUGDEN'S ‘FRATERNITY’

2009 ◽  
Vol 25 (2) ◽  
pp. 179-185 ◽  
Author(s):  
Benedetto Gui
Keyword(s):  
Social Preferences ◽  
Mutual Benefit ◽  
Warm Glow ◽  
Joint Commitment ◽  
Trade Offs ◽  
Guilt Aversion

This note comments on Bruni and Sugden's interesting notion of fraternity among contract partners as joint commitment to cooperate for mutual benefit. I raise two points on their paper, both concerning the role of sacrifice. First I maintain that, differently from other social preferences, guilt aversion (or warm glow) does not imply self-sacrifice. Secondly, I argue that aiming for mutual benefit does not prevent individuals from facing trade-offs between their own and their partners’ surplus, so the notion of sacrifice cannot be entirely eschewed. To the contrary, reciprocal ‘sacrifices’ enhance cooperative intentions and help create feelings of friendliness.

scholarly journals Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior

2021 ◽  
Vol 13 (11) ◽  
pp. 6023
Author(s):  
Kirubaharan Boobalan ◽  
Nishad Nawaz ◽  
R. M. Harindranath ◽  
Vijayakumar Gajenderan
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Consumer Culture ◽  
Purchase Intention ◽  
Organic Food ◽  
Subjective Norm ◽  
Equation Modeling ◽  
Warm Glow ◽  
Food Purchase ◽  
The Usa

Marketing campaigns of organic food emphasize utilitarian benefits and psychological benefits as well as consumer culture to enhance environmental sustainability. In order to study the purchase intention of organic food, the authors developed a model using antecedents like warm glow, subjective norm, attitude and perceived behavioral control. This study examines the model for the Indian and the USA samples and thus integrated using three theories: Theory of Planned Behavior (TPB), Pro-Social Behavior (PSB) Theory with the interaction of Consumer Culture Theory. The model is estimated using the multi-group Partial Least Square Structural Equation Modeling (PLS-SEM) technique using R software with samples from India (n = 692) and the USA (n = 640). Results differ for Indian and USA samples. The expectation of the “warm glow” resulted from an environmentally friendly purchase as having a higher influence on Indian samples than that of the USA. Further, the attitude towards organic food purchase intention is stronger for US samples than the Indian, and the group difference is significant, while all the relationships that take warm glow as an antecedent have higher β for Indian samples. Moreover, the study found that attitude towards organic food is a major element for US subsamples, whereas subjective norm plays a major role in Indian samples to adopt organic food. Managerially, the present study suggests that a firm marketing its organic food must concentrate more on “warm glow” for Indian consumers in order to improve their market share.

scholarly journals Examining the Importance of Green Food in the Restaurant Industry: Focusing on Behavioral Intentions to Eat Insects

2021 ◽  
Vol 18 (4) ◽  
pp. 1905
Author(s):  
Jinsoo Hwang ◽  
Hyunjoon Kim
Keyword(s):  
Data Analysis ◽  
Willingness To Pay ◽  
Behavioral Intentions ◽  
Environmentally Friendly ◽  
Restaurant Industry ◽  
Research Model ◽  
Warm Glow ◽  
Psychological Benefits ◽  
Edible Insect ◽  
Green Food

This study analyzed the psychological benefits of environmentally friendly edible insect restaurants, by proposing that three subdimensions of psychological benefits positively affect attitude. Attitude was hypothesized to play an important role in the formation of desire and two subdimensions of behavioral intentions: intentions to use and willingness to pay more. A research model was verified using responses from 419 respondents collected in Korea. Data analysis indicated that (1) warm glow, (2) self-expressive benefits, and (3) nature experiences form attitude and that attitude helps to increase desire, which in turn positively enhances behavioral intentions. The data analysis results supported the importance of the psychological benefits of environmentally friendly edible insect restaurants.

scholarly journals The warm glow of recycling can make us more wasteful

2021 ◽  
Vol 77 ◽  
pp. 101672
Author(s):  
Jenny van Doorn ◽  
Tim Kurz
Keyword(s):  
Warm Glow
Sign in / Sign up

Export Citation Format

Share Document