@article{SusewindWalkowitz2020,
  author    = {Susewind, Moritz and Walkowitz, Gari},
  title     = {Symbolic Moral Self-Completion - Social Recognition of Prosocial Behavior Reduces Subsequent Moral Striving},
  series = {Frontiers in Psychology},
  volume    = {11},
  journal   = {Frontiers in Psychology},
  issn      = {1664-1078},
  doi       = {10.3389/fpsyg.2020.560188},
  url       = {http://nbn-resolving.de/urn:nbn:de:bvb:20-opus-211327},
  year      = {2020},
  abstract  = {According to theories on moral balancing, a prosocial act can decrease people's motivation to engage in subsequent prosocial behavior, because people feel that they have already achieved a positive moral self-perception. However, there is also empirical evidence showing that people actually need to be recognized by others in order to establish and affirm their self-perception through their prosocial actions. Without social recognition, moral balancing could possibly fail. In this paper, we investigate in two laboratory experiments how social recognition of prosocial behavior influences subsequent moral striving. Building on self-completion theory, we hypothesize that social recognition of prosocial behavior (self-serving behavior) weakens (strengthens) subsequent moral striving. In Study 1, we show that a prosocial act leads to less subsequent helpfulness when it was socially recognized as compared to a situation without social recognition. Conversely, when a self-serving act is socially recognized, it encourages subsequent helpfulness. In Study 2, we replicate the effect of social recognition on moral striving in a more elaborated experimental setting and with a larger participant sample. We again find that a socially recognized prosocial act leads to less subsequent helpfulness compared to an unrecognized prosocial act. Our results shed new light on the boundary conditions of moral balancing effects and underscore the view that these effects can be conceptualized as a dynamic of self-completion.},
  language  = {en}
}
@article{KnollSchramm2015,
  author    = {Knoll, Johannes and Schramm, Holger},
  title     = {Advertising in social network sites - Investigating the social influence of user-generated content on online advertising effects},
  series = {Communications},
  volume    = {40},
  journal   = {Communications},
  number    = {3},
  issn      = {1613-4087},
  doi       = {10.1515/commun-2015-0011},
  url       = {http://nbn-resolving.de/urn:nbn:de:bvb:20-opus-194192},
  pages     = {341-360},
  year      = {2015},
  abstract  = {In today's social online world there is a variety of interaction and participatory possibilities which enable web users to actively produce content themselves. This user-generated content is omnipresent in the web and there is growing evidence that it is used to select or evaluate professionally created online information. The present study investigated how this surrounding content affects online advertising by drawing from social influence theory. Specifically, it was assumed that web users sharing an interpersonal relationship (interpersonal influence) and/or a group membership (collective influence) with authors of user-generated content which appears next to advertising on the web page are more strongly influenced in their response to the advertising than unrelated users. These assumptions were tested in a 2 × 2 between-subject experiment with 118 students who were exposed to four different Facebook profiles that differed in terms of interpersonal connection to the source (existent/non-existent) and collective connection to the source (existent/non-existent). The results show a significant impact in the case of collective influence, but not in the case of interpersonal influence. The underlying mechanisms of this effect and implications of the results for online advertising are discussed.},
  language  = {en}
}