Introduction: Previous studies suggest that the users of social question and answer Websites contribute their knowledge to a community in exchange for intrinsic rewards from other members, such as reciprocity and reputation. Thus, rewarding knowledge contributors is of great importance for maintaining the users of such Websites. However, there is…

Do individuals conform to various norms of reward allocation not necessarily in response to internal standards but rather, to win approval from relevant others? This study examined the role of self-presentation in mediating equity, equality, and self-interest within reward allocations. (Editor)