Are the Rich Or Poor the More Generous Ones? It Depends on the Way the Appeal Is Framed

Kathleen Vohs, University of Minnesota, USA
Bob Fennis, University of Groningen, The Netherlands
Are the rich or poor more generous? There is support for each side. Two studies investigated how money primes influence donation behavior. Our results in fact suggest that both states can lead people to donate more (or less), depending on the way that the appeal is framed.
[ to cite ]:
Kathleen Vohs and Bob Fennis (2012) ,"Are the Rich Or Poor the More Generous Ones? It Depends on the Way the Appeal Is Framed", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 13-17.