Sweldens, Sweldens, S.T.L.R.; Puntoni, Puntoni, S.; … - Erasmus Research Institute of Management (ERIM), … - 2008
Contrary to predictions based on cognitive accessibility, heightened gender identity salience resulted in lower perceived vulnerability and reduced donation behavior to identity-specific risks (e.g., breast cancer). No such effect was manifest with identity-neutral risks. Establishing the...