Moral Identity and Judgments of Charitable Behaviors

Reed, Americus; Aquino, Karl; Levy, Eric
January 2007
Journal of Marketing;Jan2007, Vol. 71 Issue 1, p178
Academic Journal
In several studies, the authors examine the potential to leverage a consumer's moral identity to enhance brand and company identification and promote goodwill through community relations. Studies 1a and 1b show that even when opportunity costs are equivalent (subjectively or economically), consumers who also have a highly self-important moral identity perceive the act of giving time versus money as more moral and self-expressive. The authors extend these findings to self-reported preferences and establish boundary conditions in two additional studies. Consumers with higher organizational status prefer to give money versus time, but this preference is weaker for those with a highly self-important moral identity (Study 2), and the preference for giving time versus money is more likely to emerge when the moral self is primed and the time given has a moral purpose (Study 3).


Related Articles

  • The impact of corporate citizenship. Barreca, Melissa; Callahan, Kathy // Casino Journal;Feb2007, Vol. 20 Issue 2, p33 

    The article discusses the significance of community relations and charitable giving programs in the casino industry. Consumers prefer to patronize businesses based on values that extend beyond product or experience. It is vital to reach out to potential brand advocates through strategic...

  • Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity. Kent, Robert J.; Allen, Chris T. // Journal of Marketing;Jul94, Vol. 58 Issue 3, p97 

    Although consumers often encounter ads for familiar brands, previous advertising interference studies have used ads for low-familiarity brands. The authors focus on brand familiarity's role in increasing ad memorability and moderating competitive interference. They conducted a factorial...

  • Product Complements and Substitutes in the Real World: The Relevance of "Other Products". Shocker, Allan D.; Bayus, Barry L.; Namwoon Kim // Journal of Marketing;Jan2004, Vol. 68 Issue 1, p28 

    In the real world, buyer demand for a product can depend directly and indirectly on the marketing efforts of "other products" in different categories. The authors offer a behavioral rationale for the existence of the effects of "other products'" marketing efforts and propose a taxonomy of...

  • Emotionality and Semantic Onsets: Exploring Orienting Attention Responses in Advertising. Nielsen, Jesper H; Shapiro, Stewart A; Mason, Charlotte H // Journal of Marketing Research (JMR);Dec2010, Vol. 47 Issue 6, p1138 

    Prior research on attention shifts to advertisements has focused primarily on demonstrating how perceptual features can shift attention to advertisements. In this article, the authors demonstrate that certain semantic characteristics of nonfocal advertising elements may similarly attract...

  • Study: The Value of Brands Still Matters. Hein, Kenneth // Adweek;3/2/2009, Vol. 50 Issue 9, p6 

    The article reports that a survey conducted by the marketing research firm Brand Keys found that consumers were using value as much or more than price in determining how to make purchases in response to the recession. Consumers were willing to purchase more expensive products from companies...

  • A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands. Schroeder, Jonathan; Borgerson, Janet; Zhiyan Wu // Advances in Consumer Research;2014, Vol. 42, p366 

    The article discusses research that examined brand literacy in the emerging market of China. Topics covered include the desire of Chinese consumers to express a deep resonance between values and aesthetics and a favored brand identity, the development of Chinese brands in collaboration with...

  • The Ethics of Corporate Social Responsibility and Philanthropic Ventures. Wulfson, Myrna // Journal of Business Ethics;Jan2001, Vol. 29 Issue 1/2, p135 

    Andrew Carnegie popularized the principles of charity and stewardship in 1899 when he published The Gospel of Wealth. At the time, Carnegie's ideas were the exception rather than the rule. He believed that businesses and wealthy individuals were the caretakers or stewards of their property...

  • Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Brown, Stephen; Sherry Jr., John F.; Kozinets, Robert V. // Journal of Marketing;Jul2003, Vol. 67 Issue 3, p19 

    Retro brands are relaunched historical brands with updated features. The authors conduct a "netnographic" analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode I--The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand essence),...

  • 'Face' of BAE Systems decides to call it quits. Kennedy, Eileen // New Hampshire Business Review;1/6/2006, Vol. 28 Issue 1, p14 

    The article features Nancy Huntley, who has retired as community relations officer of BAE Systems in Nashua, New Hampshire. Huntley directed BAE Systems' philanthropic funds to various nonprofits in the area. Her favorite projects were the refurbishing of company computers for reuse in schools,...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics