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Why do people give? The role of identity in giving
Author(s) -
Aaker Jennifer L.,
Akutsu Satoshi
Publication year - 2009
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2009.05.010
Subject(s) - identity (music) , psychology , action (physics) , principal (computer security) , social psychology , ibm , aesthetics , computer science , philosophy , physics , materials science , quantum mechanics , nanotechnology , operating system
Why 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.
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