מי תורם יותר- עשיר בלב או עשיר בכיס? הקשר בין עושר אובייקטיבי וסובייקטיבי ומתן תרומה

This research presents new findings on the relationship between wealth and donation giving. While it is trivial to assume that those who have more – donate more, past research showed that this is not always the case. In this research I show how subjective perceptions of wealth interacts with objective wealth to influence charitable giving. Subjectively feeling wealthy encourages more charitable giving especially among objectively wealthier givers. I demonstrate this relationship in two experiments where I measure objective wealth and manipulate subjective wealth. These findings shed light on the importance of feeling rich in the decision to donate and show that this feeling can vary regardless of how rich one actually is. The implications of these findings to donation raising efforts are discussed.