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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.
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    14. Cha, Moon-Kyung & Yi, Youjae & Lee, Jaehoon, 2020. "When people low in social class become a persuasive source of communication: Social class of other donors and charitable donations," Journal of Business Research, Elsevier, vol. 112(C), pages 45-55.
    15. Kiju Jung & Ellen Garbarino & Donnel A. Briley & Jesse Wynhausen, 2017. "Political Ideology and Consumer Research beyond Complaining Behavior: A Response to the Commentaries," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 511-518.
    16. Jodie Kleinschafer & Mark Morrison & David Dowell, 2018. "The importance of the service encounter in influencing identity salience and volunteering behavior in the cultural sector," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 455-474, December.
    17. Mesch Debra J. & Osili Una O. & Bergdoll Jonathan J. & Skidmore Tessa B. & Ackerman Jacqueline E. L. & Han Xiao, 2020. "Giving Voice beyond Her Vote: How Women Used Charitable Giving to Create Social Change after the 2016 U.S. Presidential Election," Nonprofit Policy Forum, De Gruyter, vol. 11(2), pages 1-10, July.
    18. Verena Schoenmueller & Oded Netzer & Florian Stahl, 2023. "Frontiers: Polarized America: From Political Polarization to Preference Polarization," Marketing Science, INFORMS, vol. 42(1), pages 48-60, January.
    19. van Esch, Patrick & Cui, Yuanyuan (Gina) & Jain, Shailendra Pratap, 2021. "The effect of political ideology and message frame on donation intent during the COVID-19 pandemic," Journal of Business Research, Elsevier, vol. 125(C), pages 201-213.
    20. Jung, Jihye & Mittal, Vikas, 2020. "Political Identity and the Consumer Journey: A Research Review," Journal of Retailing, Elsevier, vol. 96(1), pages 55-73.
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    23. Baskentli, Sara & Sen, Sankar & Du, Shuili & Bhattacharya, C.B., 2019. "Consumer reactions to corporate social responsibility: The role of CSR domains," Journal of Business Research, Elsevier, vol. 95(C), pages 502-513.

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