Why do people give? The role of identity in giving

Journal of Consumer Psychology - Tập 19 - Trang 267-270 - 2009
Jennifer L. Aaker1, Satoshi Akutsu2
1Stanford University, Graduate School of Business, 518 Memorial Way, Stanford, California, 94305, USA
2Hitotsubashi University, Graduate School of International Corporate Strategy, National Center of Sciences, 2-1-2 Hitotsubashi, Chiyoda-ku, Tokyo, 101-8439, Japan

Tóm tắt

AbstractWhy do people give to others? One principal driver involves one's identity: who one is and how they view themselves. The degree to which identities are malleable, involve a readiness to act, and help make sense of the world have significant implications determining whether and how much people give. Drawing on the Identity‐Based Motivation model (IBM; Oyserman, D. (2009). Identity‐based motivation: Implications for action‐readiness, procedural‐readiness, and consumer behavior. Journal of Consumer Psychology, 19.), we provide a tripartite framework to help advance the research on the psychology of giving.

Tài liệu tham khảo

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Thông tin xuất bản

Journal of Consumer Psychology

Tập 19

267-270

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