Charitable Giving to Controllable Misfortunes: the Role of Deliberation and Victim Identifiability

Yoshiko DeMotta, Fairleigh Dickinson University, USA
Sankar Sen, Baruch College, CUNY, USA
Stephen J. Gould, Baruch College, CUNY, USA
People are less generous towards the victim of a misfortune when the misfortune is controllable by the victim (vs. uncontrollable). We investigate how generosity toward controllable misfortunes is increased, and show that charitable requests that exclude a victim’s personal information and promote donors’ deliberation will increase giving to controllable misfortunes.
[ to cite ]:
Yoshiko DeMotta, Sankar Sen, and Stephen J. Gould (2013) ,"Charitable Giving to Controllable Misfortunes: the Role of Deliberation and Victim Identifiability", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.