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...

Across five studies, the authors investigate how social identification influences consumer preference for discount-based promotions (i.e., cents-off deals) versus donation-based promotions (in which purchase results in a donation to a charitable cause). In doing so, they demonstrate the...

Could power distance, which is the extent that inequality is expected and accepted, explain why some countries and consumers are more likely to engage in prosocial behavior, including donations of both money and time? This research proposes higher power distance results in weaker perceptions of...

Donating to charitable causes is generally perceived as a moral, prosocial behavior, but this may not always be the case. Though moral identity tends to have a positive effect on prosocial behavior, moral identity does not unconditionally enhance charitable giving. Four studies demonstrate that...