My Dollar Is My Identity

Ramachandran and Zmich talk about how priming of women and men affects charitable organizations. "Marketplace Donations: The Role of Moral Identity Discrepancy and Gender," published last year in the Journal of Marketing Research, addresses these critical questions with regard to charitabl...

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Bibliographic Details
Published in:Marketing News 2021-01, p.23
Main Authors: Ramachandran, Divya, Zmich, Louis J
Format: Article
Language:English
Subjects:
Charities
Donations
Gender
Gender differences
Morality
Women
Online Access:Get full text
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Summary:Ramachandran and Zmich talk about how priming of women and men affects charitable organizations. "Marketplace Donations: The Role of Moral Identity Discrepancy and Gender," published last year in the Journal of Marketing Research, addresses these critical questions with regard to charitable donations by positioning their research between the pillars of moral identity, gender and the role of giving behavior in reducing moral identity discrepancy (the gap between actual and ideal moral identity). The study's authors found that women (but not men) are primed with moral traits to give approximately 20% more to charitable causes, suggesting gender differences in supporting a not-for-profit mission. Specifically, giving campaigns that shrink this gap between actual and ideal moral identity (in women) can receive more generous donations than campaigns that simply ask for donations.
ISSN:0025-3790