TY  - SER
AU  - Shang Jen
TI  - Identity Congruency Effects on Donations
PY  - 0000///0
CY  - 
PB  - June 2008
KW  - Social Identity, Charity, Non Profit Marketing
N2  - This article describes several field and laboratory experiments that investigate an identity congruency effect on donations. Experiment 1 is a field experiment showing that consumers give more money to a public radio station if they are told that a previous donor who shares their identity also made a large contribution. This effect is more likely to occur when consumers have high collective-identity esteem (measured in Experiment 2a) and when attention is focused on others (manipulated in Experiment 2b). The authors measure these two moderators simultaneously and observe and replicate a three-way interaction. Again, the identity congruency effect is the strongest when consumers have high collective-identity esteem and when attention is focused on others (Experiment 3a and Experiment 3b). These results provide a novel understanding of the causes of the identity congruency effect on donations. The authors conclude with a discussion of the theoretical and substantive implications of these findings
UR  - http://192.168.6.13/libsuite/mm_files/Articles/AR9771.pdf
ER  -