Generosity, greed, norms, and death – Differential effects of mortality salience on charitable behavior
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Several studies within the consumer domain focused on worldview primes, such as social norms, worldview affirmation, or the presence of karma, with mixed results.
“Several studies within the consumer domain focused on this by including primes related to world views, such as different (social) norms (Fritsche et al. 2010; Jonas et al. 2013), worldview affirmation (Sullivan et al. 2011), or the presence of karma (Chen et al. 2019), with mixed results.”
From Terror Management Theory in the Consumer Domain: A Systematic Review and Meta‐Analysis on Mortality Salience Driven Consumer Responses (2025) · cites this paper as Jonas et al. 2013
Reminders of mortality generally encourage people to be more charitable to others because generous behavior helps people bolster the belief that they are valuable contributors to their culture.
“Reminders of mortality generally encourage people to be more charitable to others because generous behavior helps people bolster the belief that they are valuable contributors to their culture (Jonas et al., 2013).”
Prior research shows individuals donate more when mortality is made salient to them.
“Prior research shows that individuals donate more when mortality is made salient to them (Jonas et al., 2013)”
Materialistic value is one of the central values in Western cultures, money earned and accumulated often symbolizes the extent to which a person is valued, and capitalistic norms often encourage members of the society to try to earn more money than others.
“Since materialistic value is one of the central values in Western cultures, money earned and accumulated often symbolizes the extent to which a person is valued and capitalistic norms often encourage members of the society to try to earn more money than others (Jonas et al., 2013).”
The terror management literature on people's monetary behaviors and attitudes reveals seemingly contradictory results suggesting that mortality salience paradoxically leads to both generosity and greed.
“However, since cultural norms often encourage both generosity and the accumulation of material wealth simultaneously, the terror management literature on people's monetary behaviors and attitudes reveals seemingly contradictory results suggesting that mortality salience paradoxically leads to both generosity (H2, H4a, H4b, and H4c) and greed (H4d and H4e) (Jonas et al., 2002; Jonas et al., 2013; K”
The existing literature on charitable donations and on the association between mortality salience and charitable behaviors heavily focused on monetary donation, while relatively scant attention has been paid to time donation.
“Second, the existing literature on charitable donations (Cha et al., 2020) and on the association between mortality salience and charitable behaviors (Jonas et al., 2013) heavily focused on monetary donation, while relatively scant attention has been paid to time donation.”
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- Authors
- Jonas, E., Sullivan, D., & Greenberg, J.
- Affiliations
- University of Salzburg (AT)
- University of Kansas (US)
- University of Arizona (US)
- Corresponding author
- Jonas, Eva
- Venue
- Journal of Economic Psychology
- Publisher
- Elsevier BV
- Published
- 2013-04
- Volume
- 35
- Pages
- 47-57
- ISSN
- 0167-4870 (ISSN-L)
- OpenAlex
- W2084755988
- Cited by
- 85
- References
- 43
- Citations by year
- 2026: 4 · 2025: 9 · 2024: 10 · 2023: 6 · 2022: 6 · 2021: 4 · 2020: 12 · 2019: 4 · 2018: 7 · 2017: 4 · 2016: 4 · 2015: 8 · 2014: 3 · 2013: 4
- FWCI
- 9.49
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Economic Psychology (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Psychology › Social Psychology › Death Anxiety and Social Exclusion
- Social Sciences › Anthropology › Death, Funerary Practices, and Mourning
- Social Sciences › Safety Research › Experimental Behavioral Economics Studies
- Keywords
- mortality salience, terror management theory, charitable giving, generosity, greed, focus theory of normative conduct, fairness, currency valuation, cross-cultural comparison
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