Prior research has established that an external threat to an individual's identity can be resolved via an identity-congruent product choice which bolsters his/her identity. In the context of gift giving, we examine how purchasing an identity threatening product can itself create an identity...

The reliance on donations to build inventory distinguishes nonprofits from traditional retailers. This reliance on consumer donations means these organization face an inherently more volatile supply chain than retailers who source inventory from manufacturers. The authors propose that consumer...