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Moral identity and judgements of charitable behaviors

Reed, Americus - ; Aquino, Karl - ; Levy, Eric - ;

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 NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit: American Marketing Association
Edisi-
SubjekConsumer behavior
Morality
Judgment
studies
Identity
ISBN/ISSN222429
Klasifikasi-
Deskripsi Fisik-
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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