Abstract：This study intends to resolve the debate between moral consistency and moral balance. Study 1 found that participants who displayed high absolute level of donation continued the high absolute level of donation in the next time point.An increase in donation was likely followed by a decrease in donation. Based on archive data on Forbes China Charity List, Study 2 found that the entrepreneurs who contributed high donations in year t were likely to provided high donations in year t+1. But an increase in donations in year t compared with the yeart-1 was likely to induce a decrease in donation in yeart+1. Study 2 also indicated that moral balance was regulated by the social comparison information in the charity lists.
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