Equality Equals Efficacy: the Effect of Power Distance Belief on Charitable Giving

Karen Page Winterich, Pennsylvania State University, USA
Yinlong Zhang, University of Texas at San Antonio, USA
We theorize power-distance belief explains why some countries and consumers are more giving. Consumers with higher power-distance belief tend to donate less due to lower perceptions of outcome efficacy when aiding others. Examining several boundary conditions of this effect, we discuss implications for both for-profit and non-profit organizations.
[ to cite ]:
Karen Page Winterich and Yinlong Zhang (2012) ,"Equality Equals Efficacy: the Effect of Power Distance Belief on Charitable Giving", 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: 153-157.