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.
Original language | English (US) |
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Pages (from-to) | 199-214 |
Number of pages | 16 |
Journal | Journal of Consumer Research |
Volume | 36 |
Issue number | 2 |
DOIs | |
State | Published - Aug 1 2009 |
All Science Journal Classification (ASJC) codes
- Business and International Management
- Anthropology
- Arts and Humanities (miscellaneous)
- Economics and Econometrics
- Marketing