Beauty, Gender, and Charitable Giving

54 Pages Posted: 24 Jun 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: June 18, 2019

Abstract

The authors retrieve data from a prosocial lending platform and conduct four experiments to examine the effects of facial attractiveness on charitable giving. The data show that facial attractiveness of women rather than men recipients more strongly affects donations and that donor gender determines whether beauty has positive or negative effects on charitable giving. Men donors will perceive attractive women as more likeable and deserving, while women donors will perceive attractive women as less needy and less deserving. The study highlights the importance of donor gender in understanding the impact of recipient attractiveness. The findings enhance understandings of beauty effects especially in the context of charitable giving and provide practical implications for individual recipients, charities and platform operators in sharing recipient images.

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

Suggested Citation

Park, Jooyoung and Kim, Keongtae and Hong, Ying-Yi, Beauty, Gender, and Charitable Giving (June 18, 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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