Donation behavior toward in-groups and out-groups: The role of gender and moral identity

Karen Page Winterich, Vikas Mittal, William T. Ross

Research output: Contribution to journalArticle

127 Scopus citations

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 languageEnglish (US)
Pages (from-to)199-214
Number of pages16
JournalJournal of Consumer Research
Volume36
Issue number2
DOIs
StatePublished - Aug 1 2009

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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