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Donation Behavior toward In‐Groups and Out‐Groups: The Role of Gender and Moral Identity

Karen Page Winterich, Vikas Mittal and William T. Ross Jr.
Journal of Consumer Research
Vol. 36, No. 2 (August 2009), pp. 199-214
Published by: Oxford University Press
DOI: 10.1086/596720
Stable URL: http://www.jstor.org/stable/10.1086/596720
Page Count: 16
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Donation Behavior toward In‐Groups and Out‐Groups: The Role of Gender and Moral Identity
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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.

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