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Generosity, greed, norms, and death – Differential effects of mortality salience on charitable behavior

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  • Jonas, Eva
  • Sullivan, Daniel
  • Greenberg, Jeff

Abstract

Terror management theory (TMT) states that mortality salience prompts people to follow cultural standards. But many cultures value both generosity and accumulation of wealth. Combining TMT with the focus theory of normative conduct, we suggest that whether mortality salience encourages generosity or greed depends on the norm(s) salient in the situation. In Study 1 mortality salience led Americans to give less money to foreign charities. Study 2 replicated this effect, and showed it can be eliminated by activating a generosity norm. However, people who valued money as highly important donated less money following mortality salience. Study 3 showed that following mortality salience and a fairness prime, people behaved more generously when splitting money between themselves and an anonymous partner.

Suggested Citation

  • Jonas, Eva & Sullivan, Daniel & Greenberg, Jeff, 2013. "Generosity, greed, norms, and death – Differential effects of mortality salience on charitable behavior," Journal of Economic Psychology, Elsevier, vol. 35(C), pages 47-57.
    • Handle: RePEc:eee:joepsy:v:35:y:2013:i:c:p:47-57
    DOI: 10.1016/j.joep.2012.12.005
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    References listed on IDEAS

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    1. Bicchieri,Cristina, 2006. "The Grammar of Society," Cambridge Books, Cambridge University Press, number 9780521574907, January.
    2. Lea,Stephen E. G. & Tarpy,Roger M. & Webley,Paul M., 1987. "The Individual in the Economy," Cambridge Books, Cambridge University Press, number 9780521317016.
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    1. Gasiorowska, Agata, 2013. "Skrócona wersja Skali Postaw Wobec Pieniędzy SPP-25. Dobór pozycji i walidacja narzędzia [Short version of Money Attitudes Questionnaire. Items selection and scale validation]," MPRA Paper 48169, University Library of Munich, Germany, revised Apr 2013.
    2. Pierre-Guillaume Méon & Philip Verwimp, 2016. "Pro-social behavior after a disaster: parochial or universal? Evidence from a natural experiment in Belgium," Working Papers CEB 16-054, ULB -- Universite Libre de Bruxelles.
    3. S. Venus Jin & Ehri Ryu, 2022. "“The greedy I that gives”—The paradox of egocentrism and altruism: Terror management and system justification perspectives on the interrelationship between mortality salience and charitable donations ," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 414-448, March.
    4. R. Orsini & E. Ciaramelli & C. Giannetti, 2015. "Does death make us all equal? Conformism and status-seeking under mortality salience," Working Papers wp997, Dipartimento Scienze Economiche, Universita' di Bologna.
    5. Königsheim, C. & Lukas, M. & Nöth, M., 2019. "Salience theory: Calibration and heterogeneity in probability distortion," Journal of Economic Behavior & Organization, Elsevier, vol. 157(C), pages 477-495.
    6. Elisa Ciaramelli & Caterina Giannetti & Raimondello Orsini, 2019. "Does death make us all equal? Materialism and status-seeking under Mortality Salience," International Review of Economics, Springer;Happiness Economics and Interpersonal Relations (HEIRS), vol. 66(1), pages 57-78, March.

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    More about this item

    Keywords

    Psychology of money; Charitable behavior; Norms and values; Mortality salience;
    All these keywords.

    JEL classification:

    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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