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

See all articles by Karen Page Winterich

Karen Page Winterich

Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration

Vikas Mittal

Rice University

William T. Ross

Pennsylvania State University - Department of Marketing

Date Written: February 3, 2012

Abstract

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

Suggested Citation

Winterich, Karen Page and Mittal, Vikas and Ross, William T., Donation Behavior Toward In-Groups and Out-Groups: The Role of Gender and Moral Identity (February 3, 2012). Journal of Consumer Research, Vol. 36, No. 2, pp. 199-214, 2011. Available at SSRN: https://ssrn.com/abstract=1998790

Karen Page Winterich (Contact Author)

Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration ( email )

University Park, PA 16802
United States

Vikas Mittal

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

William T. Ross

Pennsylvania State University - Department of Marketing ( email )

University Park, PA 16802-3306
United States

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