We investigate how two important social identities — gender identity and moral identity — result in differential donations to in-groups and out-groups. Results from three studies indicate that moral identity importance tends to increase donations to out-groups (Iraq, Indonesia) and not to...

Marketers can strategically target potential donors based on their political identity. Drawing upon the moral foundations that underlie political identity, we examine conditions in which charity positioning increases donations based on alignment with political identity. In doing so, we...

This article examines perceptions of low-income consumers receiving government assistance and the choices they make, showing that this group is viewed differently than those with more resources, even when making identical choices. A series of five experiments reveal that ethical purchases...