How and When the Moral Self Motivates Donations of Time Versus Money

Moral identity, when either central or temporarily primed, has been found to increase preferences to hypothetically give time versus money. Two studies extend this past work. Study 1 identifies why moral identity increases preferences to give time versus money: activating moral identity leads to a desire to express that identity, and giving time is more expressive of moral identity than giving money. Study 2 explores how moral identity affects actual donations, showing that both internal (moral identity centrality) and external (moral identity priming) sources of moral motivation must be present for consumers to prefer donating real time versus real money.



Citation:

Americus Reed II, Karl Aquino, Eric Levy, and Stephanie Finnel (2010) ,"How and When the Moral Self Motivates Donations of Time Versus Money", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 134-137 .

Authors

Americus Reed II, The Wharton School, University of Pennsylvania, USA
Karl Aquino, University of British Columbia, Canada
Eric Levy, University of Washington, USA
Stephanie Finnel, The Wharton School, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

The Effect of Fertility on Women’s Word-of-Mouth Behavior

Sevincgul Ulu, Rutgers University, USA
Kristina Durante, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
Aekyoung Kim, Rutgers University, USA

Read More

Featured

R3. In Experiences We Trust: From Brand-centric Experiences to Experience-centric Brands

Melissa Archpru Akaka, University of Denver
Ana Babic Rosario, University of Denver
Gia Nardini, University of Denver

Read More

Featured

To Trace is to Trust: From Product Traceability to Brand Trust

Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.