I'm Moral, but I Won't Help You: The Distinct Roles of Empathy and Justice in Donations

  title={I'm Moral, but I Won't Help You: The Distinct Roles of Empathy and Justice in Donations},
  author={Saerom (Ronnie) Lee and Karen Page Winterich and William T. Ross},
  journal={Journal of Consumer Research},
Donating to charitable causes is generally perceived as a moral, prosocial behavior, but this may not always be the case. Although moral identity tends to have a positive effect on prosocial behavior, moral identity does not unconditionally enhance charitable giving. Four studies demonstrate that moral identity decreases donations when recipients are responsible for their plight. Mediation analysis reveals that empathy and justice underlie these effects such that moral identity increases… 

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