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

Karen Page Winterich, Vikas Mittal, William T. Ross, Jr.

Journal of Consumer Research · 2009 · Volume 36 · Issue 2

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.

Keywords

Charity and Gift Giving, Group/Interpersonal Influences, Self‐Concept, Sex roles/Gender Issues

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