Moral identity and judgments of charitable behaviors
Moral identity and judgments of charitable behaviors
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DOI：
10.1509/jmkg.71.1.178
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发表时间：
2007-01-01
影响因子：
12.9
通讯作者：
Levy, Eric
中科院分区：
文献类型：
--
作者：
Reed, Americus, II;Aquino, Karl;Levy, Eric
在几项研究中，作者研究了利用消费者的道德认同来增强品牌和公司识别并通过社区关系促进商誉的潜力。研究1 a和1 B表明，即使机会成本（主观上或经济上）是相等的，消费者谁也有一个高度自我重要的道德身份感知的行为给予时间比金钱更道德和自我表达。作者将这些发现扩展到自我报告的偏好，并在另外两项研究中建立了边界条件。组织地位较高的消费者更喜欢给钱而不是时间，但这种偏好对于那些高度自我重要的道德认同的人来说比较弱（研究2），并且当道德自我被启动并且给予的时间具有道德目的时，更有可能出现给时间而不是钱的偏好（研究3）。
In several studies, the authors examine the potential to leverage a consumer's moral identity to enhance brand and company identification and promote goodwill through community relations. Studies 1 a and 1 b show that even when opportunity costs are equivalent (subjectively or economically), consumers who also have a highly self-important moral identity perceive the act of giving time versus money as more moral and self-expressive. The authors extend these findings to self-reported preferences and establish boundary conditions in two additional studies. Consumers with higher organizational status prefer to give money versus time, but this preference is weaker for those with a highly self-important moral identity (Study 2), and the preference for giving time versus money is more likely to emerge when the moral self is primed and the time given has a moral purpose (Study 3).