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Title: An eye for a tooth, a tooth for an eye ? Exploring the generality of market player reputation
Authors: Dewitte, Siegfried
Van Moorter, Bram
Issue Date: 2002
Publisher: K.U.Leuven - Departement toegepaste economische wetenschappen
Series Title: DTEW Research Report 0245 pages:1-27
Abstract: In two studies, we explored whether the influence of an opponent's reputation on cooperative behavior in a social dilemma depended on the similarity between that behavior and the behavior that led to the reputation. In the first study, we conducted two experiments (a lab and a natural variant). We found that an opponent's reputation affected cooperative behavior in a subsequent prisoner's dilemma game, irrespective of whether the reputation relied on intellectual or monetary contributions. In the same vein, Study 2 showed that consumers were willing to pay less for the same product, not only if quality was lower, but also if employees were treated unfairly. We interpret the findings in terms of player's inference of opponent's general (un)cooperative intentions rather than his or her specific characteristics. We derive some managerial implications.
Publication status: published
KU Leuven publication type: IR
Appears in Collections:Centre for Motivation Psychology (-)
Research Centre for Marketing and Consumer Science, Leuven
Centre for Psychology of Learning and Experimental Psychopathology

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