Men, women approach charity differentlyDecember 19th, 2008 - 1:01 pm ICT by IANS
Sydney, Dec 19 (IANS) Would you prefer to give money to someone needy in your neighbourhood or a needy person in a foreign country? If you’re a man, you’re more likely to give to the person closest to you, that is, the one in your neighbourhood, if you give at all.
If you’re a woman, you’re more likely to give, and to give equal amounts to both groups, according to research by Texas A&M University marketing professor Karen Winterich and colleagues.
Winterich said she can predict charitable behaviour to different groups by an individual based on just two factors: gender and moral identity.
Moral identity does not measure how moral a person actually is, but rather how important it is to that person to be caring, kind, fair, honest and all that.
The results of Winterich’s studies involving participants have implications for those in the fund-raising arena, said a university release.
The study examined how people responded to a need within an “ingroup” and an “outgroup”. An ingroup has an obvious connection to the potential donor, such as physical proximity or ethnicity, while the outgroup might have nothing more than humanity to relate it to the donor.
In the study, participants completed a survey to gauge their moral identity. Later, each was given five $1 bills and three options: keep the cash, give it to a Hurricane Katrina relief fund, or give it to a relief fund for victims of Tsunami.
The results were very consistent. Women with higher moral identity were more likely to split their dollars evenly between the two charities. Women with lower moral identities gave more to the ingroup (Katrina victims).
Men with high moral identities gave to the ingroup, but seldom to the outgroup (Tsunami victims). Men with low moral identities pocketed the cash.
The research will appear in the Journal of Consumer Research.
- Men and women donate to charity differently - Dec 19, 2008
- How gender and moral identity affect donations - Feb 24, 2009
- Prejudice is a trait humans have retained from their evolutionary predecessors - Mar 18, 2011
- Happy people go for candies - Apr 20, 2011
- Hopeful consumers make healthier choices than happy ones - Apr 20, 2011
- Neural responses indicate our willingness to help the person in need - Oct 08, 2010
- Oxytocin helps soldiers like fellow, hate enemy - Jun 12, 2010
- Women afraid of being stereotyped by male service providers - Feb 15, 2011
- Accents are a real turn-off for Scottish listeners - Nov 19, 2010
- What exactly does make us 'click' with a stranger? - Aug 30, 2010
- Software combo that turns computers impregnable - Mar 22, 2012
- Suppressing compassion might make you act immorally - Mar 16, 2012
- Drops of benevolence turn into ocean of charity (Himachal Pradesh Newsletter) - Jul 13, 2012
- Bad neighbourhoods can have depressing effect on health - Oct 07, 2010
- CARE India winds up tsunami relief programmes - Jan 25, 2011
Tags: hurricane katrina relief, hurricane katrina relief fund, ingroup, journal of consumer research, katrina relief fund, moral identity, outgroup, physical proximity, professor karen, victims of tsunami