Marketing Seminar
Power Distance Belief, Power and Charity Giving
Associate Professor Adam Duhachek, University of Indiana
30th Mar 2012 02:00 pm - Room 214/215, H69 - Economics and Business Building
Four studies examined the link between power distance belief (PDB) - the tendency to accept inequalities in society - and charity giving. Results suggested that the effect of PDB depended on the respondents' perceived power. Among high PDB consumers, power was positively associated with charity giving, whereas among low PDB consumers, power did not influence charity giving. These results are traced to the differential empathy felt by high power people towards low power people in the two types of systems. Theoretical and managerial contributions are discussed.