Equality Equals Efficacy: the Effect of Power Distance Belief on Charitable Giving

We theorize power-distance belief explains why some countries and consumers are more giving. Consumers with higher power-distance belief tend to donate less due to lower perceptions of outcome efficacy when aiding others. Examining several boundary conditions of this effect, we discuss implications for both for-profit and non-profit organizations.


Karen Page Winterich and Yinlong Zhang (2012) ,"Equality Equals Efficacy: the Effect of Power Distance Belief on Charitable Giving", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 153-157.


Karen Page Winterich, Pennsylvania State University, USA
Yinlong Zhang, University of Texas at San Antonio, USA


NA - Advances in Consumer Research Volume 40 | 2012

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