Why Do People Give? The Role of Identity in Giving

Jennifer L. Aaker and Satoshi Akutsu
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Jennifer L. Aaker: Stanford University
Satoshi Akutsu: Hitotsubashi University

Research Papers from Stanford University, Graduate School of Business

Abstract: Why do people give to others? One principal driver involves one's identity: who one is and how they view themselves. The degree to which identities are malleable, involve a readiness to act, and help make sense of the world have significant implications determining whether and how much people give. Drawing on the Identity-Based Motivation model (IBM; Oyserman, 2009), we provide a tripartite framework to help advance the research on the psychology of giving.

Date: 2009-05
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Citations: View citations in EconPapers (19)

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