High performance expectations often improve performance. When individuals with high external performance expectations encounter early setbacks, however, they face impression management concerns and the prospect of embarrassment. As a result, when the going gets tough, individuals facing high...

How does priming identity affect charitable giving? We show that individuals are more likely to donate when a facet of their identity associated with a norm of generosity is primed in an appeal. In large charitable giving field experiments run by the American Red Cross, appeals that prime an...