Take Action

Home | Faculty & Research Overview | Research

Research Details

Everything We Do, You Do: The Licensing Effect of Prosocial Marketing Messages on Consumer Behavior, Management Science


Do prosocial corporate marketing messages promote consumers’ altruistic behaviors, or do they advance self-interested and self-indulgent actions? To answer this question, the current research investigates the impact of different framings of prosocial marketing messages on consumers’ behaviors and choices more generally. Results from six laboratory studies and a field experiment demonstrate that exposure to messages that praise customers for good deeds can increase subsequent self-interested and self-indulgent behaviors more than messages that publicize a company’s good deeds or thank consumers for their patronage. Our findings demonstrate the possibility that a temporary boost in one’s self-concept drives this observed effect. In addition, the recipient’s level of support for the issue praised for moderates the effect of customer-praise messages on the recipient’s less altruistic behaviors. The paper concludes with a discussion of the theoretical and managerial implications.




Maryam Kouchaki, Ata Jami

Date Published



Kouchaki, Maryam, and Ata Jami. 2018. Everything We Do, You Do: The Licensing Effect of Prosocial Marketing Messages on Consumer Behavior. Management Science. 64(1): 102-111.


Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more


Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.


Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more

Take Action