When does money priming affect helping behavior?

Hamed Aghakhani, Mehdi Akhgari and Kelley Main

Australasian marketing journal, 2019, vol. 27, issue 1, 32-40

Abstract: The present research demonstrates how the ownership and authenticity of the money can affect people's behavior to accept or provide help. Through three experiments (N = 260), this research illustrates novel explanations of some inconsistencies in the literature on money and helping behavior. In particular, this research shows that ownership increases (decreases) one's willingness to accept help with a problem-solving task when participants are primed with fake (real) money (Studies 1 and 2). However, the willingness to help others decreases (increases) when participants are primed with fake (real) money of their own (Studies 2 and 3). Further, this research shows that money's authenticity has an impact on purchase intentions as well as a desire to donate money to a not-for-profit organization (Study 3). Finally, results demonstrate that the pain of payment mediates this effect. Our findings suggest some (but not all) types of money reminders improve prosocial behavior.

Keywords: Money; Helping behavior; Ownership; Authenticity; Pain of payment (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:27:y:2019:i:1:p:32-40

DOI: 10.1016/j.ausmj.2018.11.002

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