The Braggart’s Dilemma: On the Social Rewards and Penalties of Advertising Prosocial Behavior

Vol. LII (February 2015), 90–104 *Jonathan Z. Berman is Assistant Professor of Marketing, London Business School (e-mail: [email protected]). Emma E. Levine is a doctoral candidate in Operations and Information Management (e-mail: emmased@ wharton. upenn.edu), Alixandra Barasch is a doctoral candidate in Marketing (e-mail: [email protected]), and Deborah A. Small is Associate Professor of Marketing and Psychology (e-mail: deborahs@wharton. upenn. edu), the Wharton School, University of Pennsylvania. The authors thank Clayton Critcher, Stephen Hoch, Joseph Simmons, Gal Zauberman, and the JMR review team for their thoughtful feedback on previous versions of this article. Partial support for this research comes from the Wharton Behavioral Lab. Address correspondence to the first author. Dilip Soman served as associate editor of this article. JONATHAN Z. BERMAN, EMMA E. LEVINE, ALIXANDRA BARASCH, and DEBORAH A. SMALL*