Journal
JOURNAL OF MARKETING RESEARCH
Volume 48, Issue -, Pages S130-S137Publisher
AMER MARKETING ASSOC
DOI: 10.1509/jmkr.48.SPL.S130
Keywords
prosocial lending; microfinance; microlending; decision making; financial decision making
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Microfinancing, or small uncollateralized loans to entrepreneurs in the developing world, has recently emerged as a leading contender to cure world poverty. Our research investigates the characteristics of borrowers that engender lending through Kiva, a popular organization that connects individual lenders to borrowers through online microfinance. Lenders favor individual borrowers over groups or consortia of borrowers, a pattern consistent with the identifiable victim effect. They also favor borrowers that are socially proximate to themselves. Across three dimensions of social distance (gender, occupation, and first name initial), lenders prefer to give to those who are more like themselves.
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