“Cheapened Altruism: Discounting Prosocial Behavior of Friends of Victims”

Fern Lin, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA
Three studies demonstrate that charitable donors are judged as less charitable when they have a personal connection to a past victim of the target cause. Even in the absence of any material gain for the self, these donors are perceived as selfishly motivated, thereby undermining their charitable qualities.
[ to cite ]:
Fern Lin and Deborah Small (2011) ,"“Cheapened Altruism: Discounting Prosocial Behavior of Friends of Victims”", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.