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Moral Identity and Judgements of Charitable Behaviors
Reed II, Americus
Article from Journal - ilmiah internasional
Journal of Marketing (EBSCO) vol. 71 no. 1 (Jan. 2007)
Perpustakaan Pusat (Semanggi)
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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 opportunities 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 moreal 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).
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