Giving to what we want instead of to what we should

Cryder, C and Botti, S and Simonyan, Y (2013) Giving to what we want instead of to what we should. Advances in Consumer Research, 41.

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Despite participants’ widespread conviction that neediness is the most important consideration when allocating resources, we observe significant preference in actual allocations for appealing, relative to needy, causes. A self-enhancement motive underlies the preference for appealing causes: when donation options are separated from the self, the preference for appealing options disappears

Item Type: Article
Subjects: R > Resource allocation
Subject Areas: Marketing
Date Deposited: 19 Jul 2016 16:45
Last Modified: 11 Nov 2016 15:59

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