How income shapes moral judgments of prosocial behavior

Jenny G. Olson, Brent McFerran, Andrea C. Morales and Darren W. Dahl

International Journal of Research in Marketing, 2021, vol. 38, issue 1, 120-135

Abstract: The current research extends past work on how consumers (as “observers”) view ethical choices made by others (“actors”). Using a person-centered approach to moral judgments, we show that consumers are judged differentially, based on their income, for engaging in certain prosocial behaviors. Nine studies demonstrate that engaging in the same prosocial behavior, such as volunteering, leads to different responses depending on whether the actor earns income versus receives government assistance. Consistent with our theorizing, we find that aid recipients are given less latitude in how they spend their time than those earning an income and are scrutinized to a greater degree for their choices because people believe their time would be better spent seeking employment. Consequently, the lower moral judgments of aid recipients who choose to volunteer (vs. income earners) are driven, at least in part, by the anger observers feel about the perceived misuse of time. Additional information or cues about employment efforts or work inability attenuate these judgments. Importantly, we document implications for support for federal spending on welfare programs.

Keywords: Impoverished consumers; Ethical consumption; Morality; Prosocial behavior; Income; Tax policy (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:38:y:2021:i:1:p:120-135

DOI: 10.1016/j.ijresmar.2020.07.001

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