Identity congruency effects on donations

Jen Shang, Americus Reed, Rachel Croson

Research output: Contribution to journalArticlepeer-review

102 Scopus citations

Abstract

This article describes several field and laboratory experiments that investigate an identity congruency effect on donations. Experiment 1 is a field experiment showing that consumers give more money to a public radio station if they are told that a previous donor who shares their identity also made a large contribution. This effect is more likely to occur when consumers have high collective-identity esteem (measured in Experiment 2a) and when attention is focused on others (manipulated in Experiment 2b). The authors measure these two moderators simultaneously and observe and replicate a three-way interaction. Again, the identity congruency effect is the strongest when consumers have high collective-identity esteem and when attention is focused on others (Experiment 3a and Experiment 3b). These results provide a novel understanding of the causes of the identity congruency effect on donations. The authors conclude with a discussion of the theoretical and substantive implications of these findings.

Original languageEnglish (US)
Pages (from-to)351-361
Number of pages11
JournalJournal of Marketing Research
Volume45
Issue number3
DOIs
StatePublished - Jun 1 2008
Externally publishedYes

Keywords

  • Charitable giving
  • Collective self-esteem
  • Fundraising
  • Nonprofit marketing
  • Other focus
  • Philanthropy
  • Self focus
  • Social identity

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