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

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

14 Pages Posted: 7 May 2013

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

Karl Aquino

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

Date Written: May 6, 2013

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.

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

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: https://ssrn.com/abstract=2261141

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

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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