Discrimination Against the Rich

Boyoun (Grace) Chae, Temple University, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business,China
Katherine White, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
Do people punish rich individuals more harshly than middle class individuals? Across four complete studies, we investigate whether and how people discriminate against the rich by punishing a small-time offender more severely when that offender is perceived to be wealthy rather than non-wealthy.
[ to cite ]:
Boyoun (Grace) Chae, Rui (Juliet) Zhu, Katherine White, and Darren Dahl (2014) ,"Discrimination Against the Rich", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 775-775.