Abstract
AbstractPrevious research has found that donors' social class affects their own charitable giving. This research explores the effect of donors' social class on others' donation behavior. Specifically, we propose that individuals feel more inspired to engage in prosocial behavior after learning about low‐social‐class donors (vs. high‐social‐class donors) perform the giving behavior. A series of five studies, combining online and experimental data, provide converging support for this proposition and its underlying mechanism of inspiration. Furthermore, we show that the effect of donors' social class on individuals' donation behavior is attenuated when the donation currency is goods (instead of money). The article concludes with implications for the marketing of charities and prosocial behaviors.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
