000			nam a22 4500
999			_c48886 _d48886
003			OSt
005			20180115172607.0
008			180115b xxu||||| |||| 00| 0 eng d
100			_aCryder, Cynthia _929188
245			_aThe Charity Beauty Premium: Satisfying Donors’ “Want” Versus “Should” Desires
300			_a605-618. p.
520			_aDespite widespread conviction that neediness should be a top priority for charitable giving, this research documents a “charity beauty premium” in which donors often choose beautiful, but less needy, charity recipients instead. The authors propose that donors hold simultaneous yet incongruent preferences of wanting to support beautiful recipients (who tend to be judged as less needy), but believing they should support needy recipients. The authors also posit that preferences for beautiful recipients are most likely to emerge when decisions are intuitive, whereas preferences for needy recipients are most likely to emerge when decisions are deliberative. These propositions are tested in several ways. First, when a beautiful recipient is included in basic choice sets, this recipient becomes the most popular option and increases donor satisfaction. Second, heightening deliberation steers choices away from beautiful recipients and toward needier ones. Third, donors explicitly state that they “want” to give to beautiful recipients but “should” give to less beautiful, needier ones. Taken together, these findings reconcile and extend previous and sometimes conflicting results about beauty and generosity.
653			_aprosocial behavior
653			_adecision making
653			_abeauty premium,
653			_awant versus should preferences
653			_a intuitive versus deliberative decision making
700			_aBotti, Simona _929190
700			_aSimonyan, Yvetta _929191
773	0		_029534 _966987 _aERDEN, TULIN _o5557769 _tJOURNAL OF MARKETING RESEARCH _x0022-2437
942			_2ddc _cJA-ARTICLE