Tsunami Or Katrina?: Effect of Conflicting Identities in Donation Behavior

Social identities influence consumer behaviors, particularly responses toward ingroups versus outgroups. Importantly, individuals hold multiple social identities which may interact to influence judgments and behaviors. The joint effect of moral identity and gender on donations and judgments of giving are examined in a series of studies. Results indicate that these two identities interact with the group (ingroup vs. outgroup) to impact judgments and donations. Furthermore, the effect of the conflicting identities of moral identity, gender, and activated self-construal is examined. Results suggest that the interaction of these identities, which are sometimes in conflict, significantly influence consumers' judgments of giving