Abstract

http://ssrn.com/abstract=2261141
 


 



When Does Recognition Increase Charitable Behavior? Toward a Moral Identity-Based Model


Karen Page Winterich


Smeal College of Business

Vikas Mittal


Rice University - Jesse H. Jones Graduate School of Business

Karl Aquino


University of British Columbia (UBC) - Division of Organizational Behaviour and Human Resources

May 6, 2013

Journal of Marketing: Vol. 77, No. 3, pp. 121-134, Forthcoming

Abstract:     
Each year, individuals in the United States donate over $200 billion to charitable causes. To motivate donors, charities offer donors recognition, even though it is not well understood if and how recognition increases charitable behavior. This research focuses on how the effectiveness of recognition on charitable behavior is dependent on the joint influence of two distinct dimensions of moral identity — internalization and symbolization (Aquino and Reed 2002). Three studies examining both monetary donations and volunteering behavior show recognition increases charitable behavior among those characterized by high moral identity symbolization and low moral identity internalization. Interestingly, those who are high in moral identity internalization are uninfluenced by recognition. By understanding correlates of the two dimensions of moral identity among its donor base, nonprofits can strategically recognize potential donors to maximize donation and volunteering behavior.

Number of Pages in PDF File: 14

Keywords: charitable behavior, recognition, moral identity, symbolization, social reinforcement

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Date posted: May 7, 2013  

Suggested Citation

Winterich, Karen Page and Mittal, Vikas and Aquino, Karl, When Does Recognition Increase Charitable Behavior? Toward a Moral Identity-Based Model (May 6, 2013). Journal of Marketing: Vol. 77, No. 3, pp. 121-134, Forthcoming. Available at SSRN: http://ssrn.com/abstract=2261141

Contact Information

Karen Page Winterich (Contact Author)
Smeal College of Business ( email )
University Park, PA 16802
United States
Vikas Mittal
Rice University - Jesse H. Jones Graduate School of Business ( email )
6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
Karl Aquino
University of British Columbia (UBC) - Division of Organizational Behaviour and Human Resources ( email )
2053 Main Mall
Vancouver, BC V6T 1Z2
Canada
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