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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume

Sommer Kapitan, Auckland University of Technology, New Zealand
Saerom Lee, University of Texas at San Antonio, USA
Eunjoo Han, Auckland University of Technology, New Zealand

Read More

Featured

Conducting Consumer-Relevant Research

Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA

Read More

Featured

F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance

Wided Batat, American University Beirut

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.