Money Helps When Money Feels: Money Anthropomorphism Increases Charitable Giving

What happens when people think of money as a human instead of as a mere object? The present research systematically examines the effect of money anthropomorphism on charitable giving. We find that money anthropomorphism leads people to consider money to be warmer and thus makes people more inclined to donate.


Lili Wang, Xinyue Zhou, and Sara Kim (2016) ,"Money Helps When Money Feels: Money Anthropomorphism Increases Charitable Giving", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 158-163.


Lili Wang, Zhejiang University, China
Xinyue Zhou, Zhejiang University, China
Sara Kim, University of Hong Kong, China


NA - Advances in Consumer Research Volume 44 | 2016

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