Donation Behavior Toward In-Groups and Out-Groups: The Role of Gender and Moral Identity
Journal of Consumer Research, Vol. 36, No. 2, pp. 199-214, 2011
16 Pages Posted: 6 Feb 2012
Date Written: February 3, 2012
We investigate how two important social identities — gender identity and moral identity — result in differential donations to in-groups and out-groups. Results from three studies indicate that moral identity importance tends to increase donations to out-groups (Iraq, Indonesia) and not to in-groups (London, New Orleans). However, this occurs only for consumers with a feminine gender identity. For consumers with a masculine gender identity, moral identity importance increases donations to the in-group but not the out-group. Inclusion of Other in the Self (IOS) mediates the moderating role of gender identity on the effect of moral identity on in-group and out-group donations.
Keywords: charitable giving, moral identity, gender, donations, in-group, out-group, self-concept
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