Why Do People Give? The Role of Identity in Giving

14 Pages Posted: 12 Jun 2009 Last revised: 17 Jun 2009

See all articles by Jennifer Aaker

Jennifer Aaker

Stanford University - Graduate School of Business

Satoshi Akutsu

Hitotsubashi University

Date Written: June 1, 2009

Abstract

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

Suggested Citation

Aaker, Jennifer Lynn and Akutsu, Satoshi, Why Do People Give? The Role of Identity in Giving (June 1, 2009). Stanford University Graduate School of Business Research Paper No. 2027. Available at SSRN: https://ssrn.com/abstract=1418196 or http://dx.doi.org/10.2139/ssrn.1418196

Jennifer Lynn Aaker (Contact Author)

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

Satoshi Akutsu

Hitotsubashi University

2-1 Naka Kunitachi-shi
Tokyo 186-8601
Japan

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