Empathy or Justice: What Makes Consumers Donate More to Charity?

Have you ever received a request for help and wondered how deserving the recipients are of your donation? This way of thinking may seem inconsistent with your moral values, especially if you consider yourself an otherwise compassionate and empathic person. A new study in the Journal of Consumer Research suggests that moral identity decreases donations when recipients are deemed to be responsible for their plight.

Fuente : http://www.alphagalileo.org/ViewItem.aspx?ItemId=1...