16-G: Receiving Less For More: Inequality Aversion in Crowdfunding

When a beneficiary has a lower economic standing than the benefactor, the benefactor is more likely to give the money to the beneficiary if the beneficiary promises a low-cost token of appreciation rather than a high-cost token of appreciation. It is because the low-cost token better restores equality.


Joonkyung Kim (2017) ,"16-G: Receiving Less For More: Inequality Aversion in Crowdfunding", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1039-1039.


Joonkyung Kim, University of Toronto, Canada


NA - Advances in Consumer Research Volume 45 | 2017

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