Social Projection in Generalized Exchange

Abstract

Purpose

We propose that social projection – assuming a connection between your and others’ attitudes – can promote participation in generalized exchange.

Methodology/approach

Drawing on the social projection literature, we posit that false consensus (overestimating the similarity between our attitudes and others’) can increase people’s willingness to participate in generalized exchange. In contrast, we expect that pluralistic ignorance (underestimating the similarity between our attitudes and others’) can undermine the same motivation. We propose that false consensus will not only make people more inclined to participate in generalized exchange but also lead to more successful exchanges through an advantageous self-selection process. Finally, we propose that perceived similarity will lead to false consensus, and in turn, increased participation in generalized exchange, whereas perceived dissimilarity will lead to pluralistic ignorance.

Practical implications

We suggest several ways to influence false consensus in order to promote a healthy pattern of generalized exchange.

Originality/value

We put forth a set of novel predictions concerning the relationship between social projection and social exchange. Our theorizing contributes to the existing literature on antecedents of generalized exchange.

Citation

Nakashima, N.A. and Flynn, F.J. (2016), "Social Projection in Generalized Exchange", Advances in Group Processes (Advances in Group Processes, Vol. 33), Emerald Group Publishing Limited, Leeds, pp. 33-56. https://doi.org/10.1108/S0882-614520160000033002