Why Do People Give? The Role of Identity in Giving
By: Jennifer L. Aaker; Satoshi Akutsu
Source: Stanford Graduate School of Business Research Papers
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, 2009), we provide a tripartite framework to help advance the research on the psychology of giving.