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Updated: Jul 25, 2025

The Joint Effect of Social Comparison and Social Distance on Evaluation of Intertemporal Choice Outcomes in Event-related Potential Studies
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Does scarcity increase or decrease donation behaviors? An investigation considering resource-specific scarcity and

Malika Malika1, Tanuka Ghoshal2, Pragya Mathur2

  • 1Indian Institute of Management Bangalore, Bannerghatta Main Rd, Bengaluru, 560076 India.

Journal of the Academy of Marketing Science
|June 26, 2023
PubMed
Summary
This summary is machine-generated.

Scarcity impacts charitable giving based on individual focus. Person-oriented people prefer donating money when time is scarce, while thing-oriented people prefer donating time when finances are scarce.

Keywords:
Charitable donationsPerson-thing orientationResource scarcityTime versus money

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Area of Science:

  • Psychology
  • Behavioral Economics
  • Marketing

Background:

  • Existing research on scarcity and charitable behavior is contradictory.
  • A novel personality variable, person-thing orientation (PTO), differentiates individuals' focus on people versus things.

Purpose of the Study:

  • To reconcile conflicting findings on scarcity and charitable behavior.
  • To investigate the role of resource-specific scarcity and person-thing orientation (PTO) in determining donation preferences (time vs. money).

Main Methods:

  • Five studies were conducted using donation intentions and real click-through data.
  • The research manipulated or measured resource-specific scarcity (time or financial) and person-thing orientation (PTO).

Main Results:

  • Person-orientation leads to a preference for donating time, while thing-orientation favors donating money.
  • Time scarcity shifts person-oriented individuals to prefer donating money.
  • Financial scarcity shifts thing-oriented individuals to prefer donating time.

Conclusions:

  • The interplay between resource-specific scarcity and PTO significantly influences whether individuals prefer donating time or money.
  • Findings offer valuable insights for charities and social welfare initiatives seeking specific types of resources or volunteerism.
  • This research provides an individual-differences perspective on scarcity's impact on charitable behavior.