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Welcome to Revise and Resubmit — the podcast where great research meets curious minds.
Today’s episode is not just about generosity… it’s about why we sometimes give less to those who seem to have more.
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You walk past two charities. One shows a small group of volunteers, a worn-out table, and hand-printed signs. The other? Sleek brochures, well-dressed staff, a mobile app for donations.
Which one gets your ten dollars?
Now, which one needs it more?
In today’s deeply thought-provoking episode, we’re diving into "The Charity Capacity Curse" — a fascinating piece of research by Lijun (Shirley) Zhang, Thomas Allard, David J. Hardisty, and Xin (Shane) Wang, published in the prestigious ✨ Journal of Consumer Psychology ✨ — a proud member of the elite FT50 journal list.
🧠💡 Their six pre-registered studies explore a paradox: the more capable a charity appears, the less likely we are to donate. Why? Because donors perceive them as needing less help. The logic is simple… and flawed. But this research doesn’t just stop at identifying the problem. It offers solutions — emphasizing need, and reminding donors of their impact, which can reverse this effect.
Whether you're a behavioral scientist, a non-profit leader, or simply someone who gives from the heart — this episode will make you rethink how we perceive need and why we give.
So here’s the big question for today:
🎯 When it comes to giving, are we rewarding the underdog… or punishing competence?
📝 Special thanks to the authors for their brilliant contribution, and to Wiley Periodicals LLC and the Society for Consumer Psychology for publishing this important work.
🧠💬 Don’t forget to subscribe to Revise and Resubmit on Spotify, catch the visuals on our 🎥 YouTube channel “Weekend Researcher”, and tune in via Amazon Prime and Apple Podcast 🎙️🍎.
📚 Because great research deserves to be heard — and revised… and maybe even resubmitted.
👇 Ready? Let’s get into it.
Reference
Zhang, L. S., Allard, T., Hardisty, D. J., & Wang, X. S. (2025). The charity capacity curse. Journal of Consumer Psychology, 00, 1–23. https://doi.org/10.1002/jcpy.70000
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