Charities, Connections, and Costs: Why and When Moral Identity Triggers Preferences to Donate Time Versus Money

Eric Levy, University of Cambridge, UK
Stephanie Finnel, University of Maryland, USA
Americus Reed II, University of Pennsylvania, USA
Karl Aquino, University of British Columbia, Canada
When consumers’ moral identity is activated, they are more motivated to connect with others, leading to a preference for giving time rather than money. This occurs primarily when giving time is costly (Study 1) or unpleasant (Study 2). Further, moral identity activation interacts with moral identity centrality (Study 3).
[ to cite ]:
Eric Levy, Stephanie Finnel, Americus Reed II, and Karl Aquino (2013) ,"Charities, Connections, and Costs: Why and When Moral Identity Triggers Preferences to Donate Time Versus Money", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.