Who is More Generous?: Gender Identity Moderates the Effect of Moral Identity on Ingroup and Outgroup Donations
By Karen Page Winterich, Vikas Mittal, William T. Ross
August 2009
Journal of Consumer Research, Vol. 36, #2, pp. 0
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; Aron, Aron, and Smollan 1992) mediates the moderating role of gender identity on the effect of moral identity on in-group and out-group donations.
Keywords
Decision-Making, Donations, Gender Identity, Moral Identity, Non-Profit
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