Disgust predicts charitable giving: The role of empathy

Abstract

This research investigates the influence of disgust, as an emotion, on charitable giving. We propose that feeling disgusted decreases consumers’ engagement in charitable behavior (e.g., giving money and time) because it lowers empathy—and empathy is an important determinant in charity-giving decisions. Across three experimental studies in which we manipulate incidental or integral disgust, we illustrate a negative effect of feeling disgusted on charitable giving, with empathy playing an explanatory role. The effect of disgust mainly arises when disgust is paired with an other-focused (not self-focused) ad appeal. The findings shine light on the links between disgust, empathy, and charity. They offer implications for non-profit organizations that depend on the goodwill of donors while at the same time their very cause or even promotional materials may elicit disgust.