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Why Do People Give? The Role of Identity in Giving

Author

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  • Aaker, Jennifer L.

    (Stanford University)

  • Akutsu, Satoshi

    (Hitotsubashi University)

Abstract

Why do people give to others? One principal driver involves one's identity: who one is and how they view themselves. The degree to which identities are malleable, involve a readiness to act, and help make sense of the world have significant implications determining whether and how much people give. Drawing on the Identity-Based Motivation model (IBM; Oyserman, 2009), we provide a tripartite framework to help advance the research on the psychology of giving.

Suggested Citation

  • Aaker, Jennifer L. & Akutsu, Satoshi, 2009. "Why Do People Give? The Role of Identity in Giving," Research Papers 2027, Stanford University, Graduate School of Business.
    • Handle: RePEc:ecl:stabus:2027
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    Cited by:

    1. Silke Boenigk & Marcel Lee Mayr, 2016. "The Happiness of Giving: Evidence from the German Socioeconomic Panel That Happier People Are More Generous," Journal of Happiness Studies, Springer, vol. 17(5), pages 1825-1846, October.
    2. Bryan Bollinger & Song Yao, 2018. "Risk transfer versus cost reduction on two-sided microfinance platforms," Quantitative Marketing and Economics (QME), Springer, vol. 16(3), pages 251-287, September.
    3. Michael E. Cummings & Hans Rawhouser & Silvio Vismara & Erin L. Hamilton, 2020. "An equity crowdfunding research agenda: evidence from stakeholder participation in the rulemaking process," Small Business Economics, Springer, vol. 54(4), pages 907-932, April.
    4. Sanjay Singh & Yogita Aggarwal, 2018. "Happiness at Work Scale: Construction and Psychometric Validation of a Measure Using Mixed Method Approach," Journal of Happiness Studies, Springer, vol. 19(5), pages 1439-1463, June.
    5. Shuangfa Huang & David Pickernell & Martina Battisti & Thang Nguyen, 2022. "Signalling entrepreneurs’ credibility and project quality for crowdfunding success: cases from the Kickstarter and Indiegogo environments," Small Business Economics, Springer, vol. 58(4), pages 1801-1821, April.
    6. Bullard, Olya & Penner, Sara, 2017. "A regulatory-focused perspective on philanthropy: Promotion focus motivates giving to prevention-framed causes," Journal of Business Research, Elsevier, vol. 79(C), pages 173-180.
    7. Mihaly Nikolett, 2018. "The Possible Use of Akerlof and Kranton’s Utility Model in Higher Education," Business Systems Research, Sciendo, vol. 9(1), pages 138-150, March.
    8. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.
    9. Zvilichovsky, David & Danziger, Shai & Steinhart, Yael, 2018. "Making-the-Product-Happen: A Driver of Crowdfunding Participation," Journal of Interactive Marketing, Elsevier, vol. 41(C), pages 81-93.
    10. Shih-Ying Wu, 2014. "Does charitable gambling crowd out charitable donations? Using matching to analyze a policy reform," International Tax and Public Finance, Springer;International Institute of Public Finance, vol. 21(6), pages 975-996, December.
    11. Llamas, Rosa & Thomsen, Thyra Uth, 2016. "The luxury of igniting change by giving: Transforming yourself while transforming others' lives," Journal of Business Research, Elsevier, vol. 69(1), pages 166-176.
    12. van Dijk, Mathilde & Van Herk, Hester & Prins, Remco, 2019. "Choosing your charity: The importance of value congruence in two-stage donation choices," Journal of Business Research, Elsevier, vol. 105(C), pages 283-292.
    13. Sophie Rieunier & Géraldine Michel, 2013. "Le marketing de la collecte de legs: de la légitimité à proposer l'immortalité à la gestion relationnelle," Post-Print hal-02050138, HAL.
    14. Laurentiu-Cristian Ciobotaru & Sul Kim & Arthur Soest, 2021. "Household Preferences for Investing in Crowdfunding," De Economist, Springer, vol. 169(4), pages 499-522, November.
    15. Son K. Lam, 2012. "Identity-motivated marketing relationships: research synthesis, controversies, and research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 2(2), pages 72-87, December.
    16. Tang, Linyao, 2010. "放任与管制的或此或彼：俄罗斯市场转型录 [Totalitarianism and Laissez-faire: A meditation on Russian Market]," MPRA Paper 26201, University Library of Munich, Germany, revised 07 Jul 2010.
    17. Ahmet Ekici & Aminreza Shiri, 2018. "The message in the box: how exposure to money affects charitable giving," Marketing Letters, Springer, vol. 29(2), pages 137-149, June.
    18. Thompson, Scott A. & Kim, Molan & Loveland, James M. & Lacey, Russell & Castro, Iana A., 2017. "Consumer Communities Do Well, But Will They Do Good? A Study of Participation in Distributed Computing Projects," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 32-43.
    19. R. Bret Leary & Rhiannon MacDonnell Mesler & Bonnie Simpson & Matthew D. Meng & William Montford, 2022. "Effects of perceived scarcity on COVID‐19 consumer stimulus spending: The roles of ontological insecurity and mutability in predicting prosocial outcomes," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1046-1061, September.

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