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How political identity and charity positioning increase donations: Insights from Moral Foundations Theory

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  • Winterich, Karen Page
  • Zhang, Yinlong
  • Mittal, Vikas

Abstract

Marketers can strategically target potential donors based on their political identity. Drawing upon the moral foundations underlying political identity, we examine conditions in which a charity's positioning increases donations based on its alignment with a political identity. In doing so, we demonstrate the moderating role of moral identity internalization, which is a robust predictor of donation behavior. In three studies, our results reveal that when the moral foundations of a charity, as evidenced by the charity's management processes (Study 1) or mission (Studies 2 and 3), are aligned with the donor's political identity, donations increase. This effect is enhanced among those with higher moral identity internalization. These results offer theoretical contributions, as well as practical implications, for organizations soliciting donations, providing insight into the extent to which charity positioning based on moral foundations can differentially influence donations based on political identity.

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  • Winterich, Karen Page & Zhang, Yinlong & Mittal, Vikas, 2012. "How political identity and charity positioning increase donations: Insights from Moral Foundations Theory," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 346-354.
    • Handle: RePEc:eee:ijrema:v:29:y:2012:i:4:p:346-354
    DOI: 10.1016/j.ijresmar.2012.05.002
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    References listed on IDEAS

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    1. Shao, Ruodan & Aquino, Karl & Freeman, Dan, 2008. "Beyond Moral Reasoning: A Review of Moral Identity Research and Its Implications for Business Ethics," Business Ethics Quarterly, Cambridge University Press, vol. 18(4), pages 513-540, October.
    2. Zdravkovic, Srdan & Magnusson, Peter & Stanley, Sarah M., 2010. "Dimensions of fit between a brand and a social cause and their influence on attitudes," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 151-160.
    3. Karen Page Winterich & Vikas Mittal & William T. Ross Jr., 2009. "Donation Behavior toward In-Groups and Out-Groups: The Role of Gender and Moral Identity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 199-214.
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