Are the rich more generous, or the poor? Confusingly, there are supportive findings on both sides. Three studies reconciled these conflicting findings, and showed that charitable appeals that focus attention to the self (versus others) determines whether feeling wealthy or poor amplifies or reduces generosity.
|Number of pages||5|
|Journal||Advances in Consumer Research|
|Publication status||Published - 18 Aug 2016|
- Consumer Behavior
- prosocial behaviour
- Charity donations