低风险机会主义

Low-Stakes Opportunism

Journal of Marketing Research · 2012
被引 90
FT 50UTD 24ABS 4★

中文导读

研究发现在低风险(低回报)条件下,人们反而更可能采取机会主义行为,且这种关系受双方融洽程度调节;当融洽度高时,低风险机会主义更常见,因为人们能用道德上灵活的理由为自己的行为辩护。

Abstract

In this research, the authors develop a theory addressing why people act opportunistically when the stakes (i.e., payoffs) are low. Transaction cost theory suggests that opportunistic behavior is more likely under high-stakes conditions. The authors identify rapport as an important moderator of this relationship. Through a series of three studies, they find that high-stakes opportunism appears to occur only when rapport is low. In contrast, when rapport is high, this relationship reverses, such that opportunism is actually more likely when the stakes are low than when they are high. The authors attribute these findings to differences in reasoning and find that when rapport is high and the stakes are low, people are better able to justify their actions by employing morally malleable reasoning. Thus, this research offers insights into an important form of opportunism that has been largely absent from transaction cost theory.

交易成本理论机会主义社会心理学经济学