Is In-kind Kinder than Cash? The Impact of Money vs. Food Aid on Social Emotions and Aid Take-up

There has been widespread endorsement from the academic and philanthropic communities on the new model of giving cash to those in need. Yet the recipient’s perspective has mostly been ignored. The present research explores how food-insecure individuals feel and respond when offered either monetary or food aid from a charity. Our results reveal that individuals are less likely to accept money than food aid from charity because receiving money feels relatively more shameful and relatively less socially positive. Since many experts endorse the relative effectiveness of monetary over in-kind aid, we hope this research encourages scholars and practitioners to examine strategies to remove the shame associated with the take-up of monetary aid from charity.