Charitable Maximizers: the Impact of the Maximizing Mindset on Charitable Behavior

In the era of wealth-of-options, the maximizing mindset can be easily activated by comparing and selecting these options. How does this mindset influence charitable behavior? We propose that it promotes charitable behavior. We further propose that the effect is driven by downward social comparison between donors and those in need.


Jingjing Ma, Yu Lin, and Danit Ein-Gar (2019) ,"Charitable Maximizers: the Impact of the Maximizing Mindset on Charitable Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 760-761.


Jingjing Ma, Peking University, China
Yu Lin, Peking University, China
Danit Ein-Gar, Tel Aviv University, Israel


NA - Advances in Consumer Research Volume 47 | 2019

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