When the Right Is Not So Rigid: Political Ideology and Charitable Giving Revisited

Andrew Kaikati, Saint Louis University, USA
Carlos J. Torelli, University of Minnesota, USA
Karen Winterich, Pennsylvania State University, USA
This research offers a more nuanced understanding of the rigidity-of-the-right hypothesis. In three studies, we show that conservatives may align their donation decisions with the generosity of liberals, and hence increase their generosity when anticipating accountability to an audience of liberals with whom they share a salient common identity.
[ to cite ]:
Andrew Kaikati, Carlos J. Torelli, and Karen Winterich (2013) ,"When the Right Is Not So Rigid: Political Ideology and Charitable Giving Revisited", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.