Why Do People Give? The Role of Identity in Giving

Why Do People Give? The Role of Identity in Giving

By
Jennifer Aaker, Satoshi Akutsu
Journal of Consumer Psychology.
2009, Vol. 19, Issue 3, Pages 267–270

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.