Giving to what we want instead of to what we should

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


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

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Item Type: Article
Subject Areas: Marketing
Subjects: R > Resource allocation
Date Deposited: 19 Jul 2016 16:45
Last Modified: 02 Sep 2019 15:29

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