A Framework for Promoting Cooperation
基于社会困境理论，识别亲社会行为的障碍及克服方法，讨论一般性命题和具体营销策略，对营销学者和实践者有用。
Marketing scholars such as Kotler and Rothschild emphasize that, because “you can't sell brotherhood like soap,” there is a need for research that will generate and test social marketing strategies. By drawing on social dilemma theory, the authors identify the barriers to prosocial behavior and the means for overcoming those barriers. Both general propositions and specific marketing strategies are discussed.