Beauty, Gender, and Online Charitable Giving

57 Pages Posted: 24 Jun 2019 Last revised: 20 Nov 2019

See all articles by Jooyoung Park

Jooyoung Park

Peking University - HSBC School of Business

Keongtae Kim

Decision Science and Managerial Economics, Chinese University of Hong Kong

Ying-Yi Hong

Nanyang Technological University (NTU) - Nanyang Business School

Date Written: November 19, 2019

Abstract

The authors analyze data from a donation-based crowdfunding platform and conduct four experiments to examine effects of facial attractiveness on online charitable giving. Results show that facial attractiveness of recipients affects charitable giving only toward female recipients but not toward male recipients. Importantly, donor gender affects the direction of responses to facial attractiveness of recipients: men tend to donate more to attractive than unattractive female Results further demonstrate different mechanisms of attractiveness effects for male versus female donors: male donors are more willing to donate to attractive female recipients because of an instinctive preference for beauty. By contrast, female donors are less willing to donate to attractive female recipients because they are perceived to be less needy. By illuminating beauty effects in the context of online charitable giving, the findings provide practical implications for charities, individual recipients, and platform operators, especially regarding the disclosure of recipients’ facial images.

Keywords: attractiveness, beauty, charitable giving, crowdfunding, gender

Suggested Citation

Park, Jooyoung and Kim, Keongtae and Hong, Ying-Yi, Beauty, Gender, and Online Charitable Giving (November 19, 2019). Available at SSRN: https://ssrn.com/abstract=3405823 or http://dx.doi.org/10.2139/ssrn.3405823

Jooyoung Park (Contact Author)

Peking University - HSBC School of Business ( email )

University Town
Shenzhen, 518055
China

Keongtae Kim

Decision Science and Managerial Economics, Chinese University of Hong Kong ( email )

12 Chak Cheung street
Shatin
Hong Kong

Ying-Yi Hong

Nanyang Technological University (NTU) - Nanyang Business School ( email )

Singapore, 639798
Singapore

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