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

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.



Citation:

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.

Authors

Fern Lin, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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