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

Karen Page Winterich, Vikas Mittal and William T. Ross

Journal of Consumer Research, 2009, vol. 36, issue 2, 199 - 214

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.

Date: 2009
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