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• Working Paper | HBS Working Paper Series | 2019

  How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice: Evidence from the Field and Lab

  Ryan W. Buell and Basak Kalkanci

  Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts through responsible operations practices (such as paying a living wage to workers or engaging in environmentally sustainable manufacturing). Others pursue external responsibility initiatives (such as philanthropy or cause-related marketing). Through three experiments, conducted in the field and lab, we compare how transparency into these internal and external initiatives affects customer perceptions and sales, and explore the psychological processes linking transparency to sales. The results provide converging evidence that transparency into a company’s internal responsibility practices can be at least as motivating of consumer sales as transparency into its external responsibility initiatives, incrementally increasing a consumer’s probability of purchase by 13.6% and 45.8% across our two field experiments, conducted in social and environmental domains, respectively. We further investigate the perceptual effects of transparency into internal and external responsibility initiatives and find that the underlying psychological mechanisms linking both types of transparency to consumer purchase intentions are highly consistent. Transparency into internal and external initiatives increases perceived altruism, cause sincerity, corporate ability, trust, favorability, and consumers’ beliefs that the company is an attractive employer, which in turn drives sales. Taken together, our results suggest that it may be in the interest of both business and society for managers to prioritize internal responsible operations initiatives, to achieve both top and bottom line benefits, while mitigating social and environmental harms.

  Keywords: Sustainable Operations; corporate social responsibility; consumer behavior; operational transparency;

  Citation:

  Buell, Ryan W., and Basak Kalkanci. "How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice: Evidence from the Field and Lab." Harvard Business School Working Paper, No. 19-115, May 2019.  View Details

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• Article | Journal of Experimental Psychology: General | April 2019

  Mitigating Malicious Envy: Why Successful Individuals Should Reveal Their Failures

  Alison Wood Brooks, Karen Huang, Nicole Abi-Esber, Ryan W. Buell, Laura Huang and Brian Hall

  People often feel malicious envy, a destructive interpersonal emotion, when they compare themselves to successful peers. Across three online experiments and a field experiment of entrepreneurs, we identify an interpersonal strategy that can mitigate feelings of malicious envy in observers: revealing one’s failures. Despite a general reluctance to reveal one’s failures—as they are happening and after they have occurred—across four experiments, we find that revealing both successes and failures encountered on the path to success (compared to revealing only successes) decreases observers’ malicious envy. This effect holds regardless of the discloser’s status and cannot be explained by a decrease in perceived status of the individual. Then, in a field experiment at an entrepreneurial pitch competition, where pride displays are common and stakes are high, we find suggestive evidence that learning about the failures of a successful entrepreneur decreases observers’ malicious envy while increasing their benign envy in addition to decreasing their perceptions of the entrepreneur’s hubristic pride (i.e., arrogance) while increasing their perceptions of the entrepreneur’s authentic pride (i.e., confidence). These findings align with previous work on the social-functional relation of envy and pride. Taken together, our results highlight how revealing failures encountered on the way to success can be a counterintuitive yet effective interpersonal emotion regulation strategy.

  Keywords: Emotions; Perception; Interpersonal Communication; Communication Strategy;

  Citation:

  Brooks, Alison Wood, Karen Huang, Nicole Abi-Esber, Ryan W. Buell, Laura Huang, and Brian Hall. "Mitigating Malicious Envy: Why Successful Individuals Should Reveal Their Failures." Journal of Experimental Psychology: General 148, no. 4 (April 2019): 667–687.  View Details

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• Working Paper | HBS Working Paper Series | 2019

  Learning or Playing? The Effect of Gamified Training on Performance

  Ryan W. Buell, Wei Cai and Tatiana Sandino

  Gamified training is a novel management control system in which companies use gamification techniques to engage and motivate employees to learn. This study empirically examines the performance consequences of gamified training by conducting a field experiment in a professional services firm. We find that the main effect of adopting the gamified training platform on performance is not statistically significant at conventional levels. However, we also find that the effect is moderated by employee engagement, such that the gamified training platform improved performance in offices with high employee engagement and worsened performance in offices with low employee engagement. In offices with high levels of employee engagement—with above-median rates of employee retention and willingness to log onto the training platform—each additional minute of average platform engagement per employee led to an additional 0.28 new clients per month. In offices with below-median rates of employee retention and willingness to log onto the training platform, each additional minute of average platform engagement per employee resulted in 0.78 fewer new clients per month. Taken together, these results suggest that gamified training, which, in part, is intended to help engage and motivate employees to learn, may only yield performance benefits among those who are already highly engaged and motivated.

  Keywords: gamified training; Management Control Systems; employee engagement; Employees; Learning; Training; Motivation and Incentives; Performance;

  Citation:

  Buell, Ryan W., Wei Cai, and Tatiana Sandino. "Learning or Playing? The Effect of Gamified Training on Performance." Harvard Business School Working Paper, No. 19-101, March 2019.  View Details

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