Compassionate Conservatives and Loving Liberals?: Political Ideology, Moral Identity, and Donation Intentions

Karen Winterich, Texas A&M University, USA
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA
Considering both the long-held belief that liberals are more generous and recent statistical evidence that conservatives are the compassionate ones, we examine factors influencing donation intentions. We propose that the effect of political ideology on donation intentions is moderated by moral identity. Across three studies, we demonstrate that political ideology influences charitable behavior only when the target recipient is consistent with political ideology and individuals have self-importance of moral identity. The effect of gender on the role of political ideology and moral identity on donation intentions is also examined.
[ to cite ]:
Karen Winterich, Yinlong Zhang, and Vikas Mittal (2010) ,"Compassionate Conservatives and Loving Liberals?: Political Ideology, Moral Identity, and Donation Intentions", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 157-160 .