Let the Weak Lead the Strong: Low-Income Benefactors Motivate Others to Give

The current research examines how consumers respond to charitable appeals after seeing someone else donate to the same cause. Across four experiments, we find that consumers give more money in response to a low- (vs. high-income) benefactor due to perceived altruistic motives and resulting feelings of moral elevation.


Miranda Yin, Jessica Li, and Jenny Olson (2021) ,"Let the Weak Lead the Strong: Low-Income Benefactors Motivate Others to Give", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 418-419.


Miranda Yin, California Polytechnic State University
Jessica Li, University of Kansas
Jenny Olson, Indiana University


NA - Advances in Consumer Research Volume 49 | 2021

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