How political identity and charity positioning increase donations: Insights from Moral Foundations Theory

Karen Page Winterich, Yinlong Zhang, Vikas Mittal

Research output: Contribution to journalArticle

59 Scopus citations


Marketers can strategically target potential donors based on their political identity. Drawing upon the moral foundations underlying political identity, we examine conditions in which a charity's positioning increases donations based on its alignment with a political identity. In doing so, we demonstrate the moderating role of moral identity internalization, which is a robust predictor of donation behavior. In three studies, our results reveal that when the moral foundations of a charity, as evidenced by the charity's management processes (Study 1) or mission (Studies 2 and 3), are aligned with the donor's political identity, donations increase. This effect is enhanced among those with higher moral identity internalization. These results offer theoretical contributions, as well as practical implications, for organizations soliciting donations, providing insight into the extent to which charity positioning based on moral foundations can differentially influence donations based on political identity.

Original languageEnglish (US)
Pages (from-to)346-354
Number of pages9
JournalInternational Journal of Research in Marketing
Issue number4
StatePublished - Dec 1 2012


All Science Journal Classification (ASJC) codes

  • Marketing

Cite this