Conforming conservatives

How salient social identities can increase donations

Andrew M. Kaikati, Carlos Javier Torelli, Karen Page Winterich, María A. Rodas

Research output: Contribution to journalArticle

Abstract

This research considers how common perceptions of liberals' generosity can be harnessed for increasing donations. Given conservatives' greater tendency to conform to group norms than liberals, we theorize that conformity tendencies can increase donations by conservatives when accountable to a liberal audience who share a salient identity. Specifically, conservatives donate more when they are accountable to a liberal audience with whom they have a salient shared identity (Study 1) due to their motivation for social approval (Studies 3 and 4). However, if the donation context activates political identity (Studies 2 and 3) or if the unifying social identity is not salient (Study 4), accountability does not impact donation decisions. Notably, liberals do not alter their behavior, ruling out alternative explanations for the pattern of conformity. This research provides insight into the distinct role of accountability for conservatives and importance of audience characteristics for conformity. Though both liberals and conservatives can be generous, this research demonstrates how conformity can be used to increase charitable giving among conservatives.

Original languageEnglish (US)
Pages (from-to)422-434
Number of pages13
JournalJournal of Consumer Psychology
Volume27
Issue number4
DOIs
StatePublished - Oct 1 2017

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Social Identification
Social Responsibility
Research
Motivation
Social identity
Conformity
Donation
Accountability

Keywords

  • Charitable behavior
  • Conformity
  • Political ideology
  • Social identity
  • Social norms

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

Conforming conservatives : How salient social identities can increase donations. / Kaikati, Andrew M.; Torelli, Carlos Javier; Winterich, Karen Page; Rodas, María A.

In: Journal of Consumer Psychology, Vol. 27, No. 4, 01.10.2017, p. 422-434.

Research output: Contribution to journalArticle

Kaikati, Andrew M. ; Torelli, Carlos Javier ; Winterich, Karen Page ; Rodas, María A. / Conforming conservatives : How salient social identities can increase donations. In: Journal of Consumer Psychology. 2017 ; Vol. 27, No. 4. pp. 422-434.
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