Jesse Marczyk in Psychology Today:
Having one's research ideas scooped is part of academic life. Today, for instance, I'd like to talk about some research quite similar in spirit to work I intended to do as part of my dissertation (but did not, as it didn't end up making the cut in the final approved package). Even if my name isn't on it, it is still pleasing to see the results I had anticipated. The idea itself arose about four years ago, when I was discussing the curious case of Tucker Max's donation to Planned Parenthood being (eventually) rejected by the organization. To quickly recap, Tucker was attempting to donate half-a-million dollars to the organization, essentially receiving little more than a plaque in return. However, the donation was rejected, it would seem, under fear of building an association between the organization and Tucker, as some people perceived Tucker to be a less-than-desirable social asset. This, of course, is rather strange behavior, and we would recognize it as such if it were observed in any other species (e.g., “this cheetah refused a free meal for her and her cubs because the wrong cheetah was offering it”); refusing free benefits is just peculiar.
As it turns out, this pattern of behavior is not unique to the Tucker Max case (or the Kim Kardashian one…); it has recently been empirically demonstrated by Tasimi & Wynn (2016), who examined how children respond to altruistic offers from others, contingent on the moral character of said others. In their first experiment, 160 children between the ages of 5 and 8 were recruited to make an easy decision; they were shown two pictures of people and told that the people in the pictures wanted to give them stickers, and they had to pick which one they wanted to receive the stickers from. In the baseline conditions, one person was offering 1 sticker, while the other was offering either 2, 4, 8, or 16 stickers. As such, it should come as no surprise that the person offering more stickers was almost universally preferred (71 of the 80 children wanted the person offering more, regardless of how many more).
Now that we've established that more is better, we can consider what happened in the second condition where the children received character information about their benefactors.