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Microfinance decision making: A field study of prosocial lending

Galak, J and Small, D and Stephen, AT (2011) Microfinance decision making: A field study of prosocial lending. Journal of Marketing Research, 48 (SPEC. ). ISSN 0022-2437

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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. © 2011, American Marketing Association.


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Item Type: Article
Status: Published
CreatorsEmailPitt UsernameORCID
Galak, J
Small, D
Stephen, ATastephen@pitt.eduASTEPHEN
Date: 12 December 2011
Date Type: Publication
Journal or Publication Title: Journal of Marketing Research
Volume: 48
Number: SPEC.
DOI or Unique Handle: 10.1509/jmkr.48.spl.s130
Schools and Programs: Joseph M. Katz Graduate School of Business > Business Administration
Refereed: Yes
ISSN: 0022-2437
Date Deposited: 08 Apr 2013 21:43
Last Modified: 21 Oct 2023 19:55


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