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- Title
Identity Congruency Effects on Donations.
- Authors
Shang, Jen; Reed, Americus; Croson, Rachel
- Abstract
This article describes several field and laboratory experiments that investigate an identity congruency effect on donations. Experiment 1 is a field experiment showing that consumers give more money to a public radio station if they are told that a previous donor who shares their identity also made a large contribution. This effect is more likely to occur when consumers have high collective-identity esteem (measured in Experiment 2a) and when attention is focused on others (manipulated in Experiment 2b). The authors measure these two moderators simultaneously and observe and replicate a three-way interaction. Again, the identity congruency effect is the strongest when consumers have high collective-identity esteem and when attention is focused on others (Experiment 3a and Experiment 3b). These results provide a novel understanding of the causes of the identity congruency effect on donations. The authors conclude with a discussion of the theoretical and substantive implications of these findings.
- Subjects
CHARITABLE giving; GROUP identity; CHARITIES; SELF-congruence; EXPERIMENTS; NONPROFIT organizations -- Marketing
- Publication
Journal of Marketing Research (JMR), 2008, Vol 45, Issue 3, p351
- ISSN
0022-2437
- Publication type
Article
- DOI
10.1509/jmkr.45.3.351