Each year, individuals in the United States donate over $200 billion to charitable causes. To motivate donors, charities offer donors recognition, even though it is not well understood if and how recognition increases charitable behavior. This research focuses on how the effectiveness of...

Although prior work on ethical decision-making has examined the direct impact of magnitude of consequences as well as the direct impact of emotions on ethical judgments, the current research examines the interaction of these two constructs. Building on previous research finding disgust to have a...

Marketers can strategically target potential donors based on their political identity. Drawing upon the moral foundations that underlie political identity, we examine conditions in which charity positioning increases donations based on alignment with political identity. In doing so, we...

We investigate how two important social identities — gender identity and moral identity — result in differential donations to in-groups and out-groups. Results from three studies indicate that moral identity importance tends to increase donations to out-groups (Iraq, Indonesia) and not to...