Why Do People Give? The Role of Identity in Giving
14 Pages Posted: 12 Jun 2009 Last revised: 17 Jun 2009
Date Written: June 1, 2009
Why do people give to others? One principal driver involves one’s identity: who one is and how they view themselves. The degree to which identities are malleable, involve a readiness to act, and help make sense of the world have significant implications determining whether and how much people give. Drawing on the Identity-Based Motivation model (IBM; Oyserman, 2009), we provide a tripartite framework to help advance the research on the psychology of giving.
Keywords: brand management, customer relations/retention, marketing strategy
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