Your Need Doesn’T Appeal to Me: How Social Class Shapes Charitable Giving Across Causes

Although existing research shows that social class influences charitable giving in general, much less is unknown about whether it guides preferences for specific causes. Across five field studies, we demonstrate that lower-class consumers contribute more resources to pressing causes compared to non-pressing ones, whereas the effect reverses among higher-class consumers.

Citation:

Yan Vieites, Rafael Burstein Goldszmidt, and Eduardo B. Andrade (2020) ,"Your Need Doesn’T Appeal to Me: How Social Class Shapes Charitable Giving Across Causes", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 760-761.