The relationship between profit and prosocial behavior : a focus on nudging

• Autor(a) principal: Santos, Henrique José Caetano dos
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/26570
• topic: Prosocial behavior; Nudging; Behavioral economics; Profit-seeking; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The thesis firstly collects behavioral economics literature to support the nudging literature review. Based on the first itineration of the thesis and the challenge proposed by Deborah Small and Cynthia Cryder the purpose of the thesis is to review and relate literature on the topics of consumers’ inferences relating to firms that behave in a prosocial manner. Due to the lack of a concrete nudging review which builds its roots on behavioral economics, we needed a strong foundation to begin developing the topic of nudging as a response to profit-seeking firms who look to behave prosocially and earn a positive response from consumers. In addition, there is absence of research linking literature on consumer inference and reaction with for-profit firms seeking to behave prosocially. Through analyzing all major authors and fathers of both nudging, behavioral economics, and consumer response towards for-profit firms that positively impact society, the thesis compiles relevant information on the perspective of consumers. While focusing on the reactance individuals might and indeed have of firms, nudging is explored as a solution that not only helps consumer’s decision-making but also promotes positive social impact and brings results for firms. The research leads to believe that nudging is indeed a tool that fits all these requirements, as it helps individuals, firms, and societies. The following text looks to showcase how nudging, while being heavily developed as a nearly selfless tool, may also be utilized for the same good while combining prosocial behavior and profit seeking goals.