Passing the Buck to the Wealthier: Egocentric Judgments of Financial Resources Influence Donation Obligations

Jonathan Berman, London Business School, UK
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Deborah Small, University of Pennsylvania, USA
Gal Zauberman, Yale University, USA
How much should someone donate to charity? Consumers believe that others who earn more than they do have more spare financial resources—and thereby should donate more to charity—than what those higher earners evaluate for themselves. Across all income levels, people pass donation obligations to wealthier others.
[ to cite ]:
Jonathan Berman, Amit Bhattacharjee, Deborah Small, and Gal Zauberman (2016) ,"Passing the Buck to the Wealthier: Egocentric Judgments of Financial Resources Influence Donation Obligations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 48-52.