TY - JOUR
T1 - Changing the Calculus of Cooperation? The Impact of 3rd-party Beneficiaries
AU - Cardador, Teresa
AU - Northcraft, Gregory
AU - Rockmann, Kevin W.
AU - Grant, Brandon
PY - 2013/1/1
Y1 - 2013/1/1
N2 - The studies described in this paper explore the role of 3rd-party beneficiaries (e.g., customers, clients) in social dilemmas. Considering the impact of 3rd-party beneficiaries on cooperation is important because individuals value the impact their work has on others. We report three experiments that examine the effects, boundary conditions, and mechanisms associated with 3rd-party beneficiaries in social dilemma contexts. Results demonstrate that the salience of a 3rd-party beneficiary enhances cooperation, but only if that 3rd-party is seen as in need of help. Results also suggest that 3rd-party beneficiary effects on cooperation are mediated by task significance and positive self-image. Our findings extend the social dilemma paradigm to embrace the role of 3rd-party beneficiaries, and connect the literature on social dilemmas with the literatures on task significance and relational job design. Practically, our research offers managers suggestions for enhancing cooperation by managing the salience of external beneficiaries.
AB - The studies described in this paper explore the role of 3rd-party beneficiaries (e.g., customers, clients) in social dilemmas. Considering the impact of 3rd-party beneficiaries on cooperation is important because individuals value the impact their work has on others. We report three experiments that examine the effects, boundary conditions, and mechanisms associated with 3rd-party beneficiaries in social dilemma contexts. Results demonstrate that the salience of a 3rd-party beneficiary enhances cooperation, but only if that 3rd-party is seen as in need of help. Results also suggest that 3rd-party beneficiary effects on cooperation are mediated by task significance and positive self-image. Our findings extend the social dilemma paradigm to embrace the role of 3rd-party beneficiaries, and connect the literature on social dilemmas with the literatures on task significance and relational job design. Practically, our research offers managers suggestions for enhancing cooperation by managing the salience of external beneficiaries.
U2 - 10.5465/ambpp.2013.13950abstract
DO - 10.5465/ambpp.2013.13950abstract
M3 - Conference article
SN - 0065-0668
VL - 2013
SP - 13950
JO - Academy of Management Annual Meeting Proceedings
JF - Academy of Management Annual Meeting Proceedings
IS - 1
ER -