When Accepted Inequality Deters Responsibility For Helping Others

Karen Winterich, Pennsylvania State University, USA
Yinlong Zhang, University of Texas at San Antonio, USA
We propose that differences in cultural orientation, specifically power-distance belief, explain why some countries and consumers are more giving than others. In doing so, we test the mediating role of perceived responsibility and moderating role of relationship norm (exchange vs. communal) on the effect of PDB on charitable giving.
[ to cite ]:
Karen Winterich and Yinlong Zhang (2011) ,"When Accepted Inequality Deters Responsibility For Helping Others", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 487-488.