For Others' Benefit Only: the Impact of Individuals’ Beliefs in Karma on Charitable Giving

Katina Kulow, University of South Carolina, USA
Thomas Kramer, University of South Carolina, USA
We test the impact of individuals’ beliefs in karma on charitable giving. We show that when nonprofits increase the personal relevance of its charitable appeals, individuals who believe in karma will respond less favorably than when the charitable appeals are more general.
[ to cite ]:
Katina Kulow and Thomas Kramer (2013) ,"For Others' Benefit Only: the Impact of Individuals’ Beliefs in Karma on Charitable Giving", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.