000			01660pab a2200205 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _bSha
100			_aShang Jen
245			_aIdentity Congruency Effects on Donations
250			_a3
260			_a _bJune 2008 _c0
300			_a351-361 Pp.
490			_vXLV
520			_aThis 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.
650			_aSocial Identity, Charity, Non Profit Marketing
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR9771.pdf
906			_a28674
999			_c29642 _d29642