When people low in social class become a persuasive source of communication: Social class of other donors and charitable donations

Much of the research on social class suggests that people in the lower (vs. higher) social class increase their portion of charitable giving for others in need. However, little is known about whether observing lower-class people performing charitable giving affects observers’ charitable decision-making. Across five studies, consumers are more willing to donate to charitable campaigns when they are informed that other donors come from lower class...