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Moral Identity and Judgments of Charitable Behaviors
In several studies, the authors examine the potential to leverage a consumer's moral identity to enhance brand and company identification and promote goodwill through community relations. Studies 1a and 1b show that even when opportunity costs are equivalent (subjectively or economically), consumers who also have a highly self-important moral identity perceive the act of giving time versus money as more moral and self-expressive. The authors extend these findings to self-reported preferences and establish boundary conditions in two additional studies. Consumers with higher organizational status prefer to give money versus time, but this preference is weaker for those with a highly self-important moral identity (Study 2), and the preference for giving time versus money is more likely to emerge when the moral self is primed and the time given has a moral purpose (Study 3).Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM7101 | PSB lt.dasar - Pascasarjana | 2 |
| Penerbit | Chicago, IL: American Marketing Association 2007 |
|---|---|
| Edisi | Vol. 71, No. 1, Jan., 2007 |
| Subjek | Consumer behavior Morality Judgment studies Identity |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 16 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |