Karen Page Winterich

Donation Behavior Toward In-Groups and Out-Groups: The Role of Gender and Moral Identity

We investigate how two important social identities--gender identity and moral identity--result in differential donations to in-groups and out-groups. Results from three studies indicate that moral identity importance tends to increase donations to out-groups (Iraq, Indonesia) and not to in-groups (London, New Orleans). However, this occurs only for consumers with a feminine gender identity. For consumers with a masculine gender identity, moral identity importance increases donations to the in-group but not the out-group. Inclusion of Other in the Self (IOS) mediates the moderating role of gender identity on the effect of moral identity on in-group and out-group donations.

Helpful Hopefulness: The Effect of Future Positive Emotions on Consumption

Although positive affect may enhance self-control, some research suggests that this is not always the case. To clarify this relationship, we investigate the role of temporal focus on the effect of specific positive emotions on self-control dilemmas in snack consumption. In four studies, we demonstrate that participants experiencing a future-focused positive emotion (i.e., hopefulness) consume less unhealthy food and have lower preferences for unhealthy snacks than those in a past- or present-focused emotional state (i.e., pride, happiness). We demonstrate the role of temporal focus through its natural occurrence in emotion-induction essays (study 1), chronic temporal focus (study 2), and manipulation of anticipated versus retrospective emotional states (study 3). A fourth study demonstrates that self-control benefits do not arise from future-focused negative emotions (i.e., fear) as they do from future-focused positive emotions. These results suggest that consumers may benefit from adapting the temporal focus of positive emotions to the future.

When Does Recognition Increase Charitable Behavior? Toward a Moral Identity-Based Model

Each year, people in the United States donate more than

Power Distance Belief and Impulsive Buying

200 billion to charitable causes. Despite the lack of understanding of whether and how recognition increases charitable behavior, charities often offer it to motivate donor action. This research focuses on how the effectiveness of recognition on charitable behavior is dependent on the joint influence of two distinct dimensions of moral identity: internalization and symbolization. Three studies examining both monetary donations and volunteering behavior show that recognition increases charitable behavior among those characterized by high moral identity symbolization and low moral identity internalization. Notably, those who show high levels of moral identity internalization are uninfluenced by recognition, regardless of their symbolization. By understanding correlates of the two dimensions of moral identity among donors, nonprofits can strategically recognize potential donors to maximize donation and volunteering behavior.

When Moral Identity Symbolization Motivates Prosocial Behavior: The Role of Recognition and Moral Identity Internalization

The authors propose that power distance belief (PDB) (i.e., accepting and expecting power disparity) influences impulsive buying beyond other related cultural dimensions, such as individualism–collectivism. This research supports an associative account that links PDB and impulsive buying as a manifestation of self-control, such that those with high PDB display less impulsive buying. Furthermore, this effect manifests for vice products but not for virtue products. The authors also find that restraint from temptations can occur automatically for people who have repeated practice (i.e., chronically high PDBs). Taken together, these results imply that products should be differentially positioned as vice or virtue products in accordance with consumers’ PDBs.

Accepting Inequality Deters Responsibility: How Power Distance Decreases Charitable Behavior

This article examines the role of moral identity symbolization in motivating prosocial behaviors. We propose a 3-way interaction of moral identity symbolization, internalization, and recognition to predict prosocial behavior. When moral identity internalization is low, we hypothesize that high moral identity symbolization motivates recognized prosocial behavior due to the opportunity to present ones moral characteristics to others. In contrast, when moral identity internalization is high, prosocial behavior is motivated irrespective of the level of symbolization and recognition. Two studies provide support for this pattern examining volunteering of time. Our results provide a framework for predicting prosocial behavior by combining the 2 dimensions of moral identity with the situational factor of recognition.

Can Brands Move in from the Outside?: How Moral Identity Enhances Out-Group Brand Attitudes

Could power distance, which is the extent that inequality is expected and accepted, explain why some countries and consumers are more likely to engage in prosocial behavior, including donations of both money and time? This research proposes that higher power distance results in weaker perceptions of responsibility to aid others, which decreases charitable behavior. Both correlational and causal evidence is provided in a series of five studies that examine country-level power distance as well as individual and temporarily salient power distance belief. Consistent with the mediating role of perceived responsibility, results reveal that uncontrollable needs and communal relationship norms are boundary conditions that overcome the negative effect of power distance on charitable behavior. These results explain differences in charitable giving across cultures and provide implications for nonprofit organizations soliciting donations.

When Value Trumps Health in a Supersized World

Consumers tend to have more favorable attitudes for their in-group brands than their out-group brands. However, little is known regarding how brand managers can overcome consumers’ negative attitudes toward out-group brands. Drawing on the moral identity literature, the authors theorize that moral identity may enhance out-group (but not in-group) brand attitudes through decreased psychological distance. Four studies demonstrate that moral identity increases out-group brand attitudes. The authors also identify two important boundary conditions of this moral identity effect. These findings suggest that brand managers who want to overcome the less-than-favorable perceptions associated with out-group brands may benefit from drawing on consumers’ moral identity in marketing communications. Theoretically, this research establishes that moral identity extends beyond prosocial behaviors to influence marketplace judgments (i.e., brand attitudes and categorization).

Now That I’m Sad, It’s Hard to Be Mad: The Role of Cognitive Appraisals in Emotional Blunting

Marketers often offer consumers the option to “supersize” a food purchase intended for immediate consumption. Supersized products may be attractive to consumers from the standpoint of the unit pricing because ordering a larger size of the same product results in a per-unit savings and offers consumers the opportunity to meet their value-based financial goals. In this article, the authors show that such pricing strategies not only lead to greater purchase and consumption but do so by affecting important consumer goals in unrelated domains—namely, by decreasing the importance placed on health goals. Although supersized pricing can have a powerful effect on purchase behavior, providing health cues can prevent the decreased focus on health. In addition, supersized pricing can be used to increase size choice of healthy foods. The authors discuss the studys contributions to theory, particularly for understanding decisions regarding the pursuit of multiple goals and, more specifically, those that lie at the intersection of health and finance. In addition, the results suggest both marketing and public policy implications, including those for the obesity epidemic and frequent use of supersized pricing strategies for unhealthy foods.

How Re-Designing Angular Logos to Be Rounded Shapes Brand Attitude: Consumer Brand Commitment and Self-Construal

People often encounter one emotion-triggering event after another. To examine how an emotion experience affects those that follow, the current article draws on the appraisal-tendency framework and cognitive appraisal theories of emotion. The emotional blunting hypothesis predicts that a specific emotion can carry over to blunt the experience of a subsequent emotion when defined by contrasting appraisal tendencies. Results support the hypothesis: Inducing sadness blunted subsequent anger (Studies 1 and 2), and inducing anger blunted subsequent sadness (Study 2). Situational (human) agency appraisals mediated the effect of anger (sadness) on subsequent sadness (anger) elicitation (Study 2). Priming agency appraisals (Study 3) also moderated results. Finally, the effect of emotional blunting carried over to cognitive outcomes in each of the three studies. Together, the results reveal the importance of examining the sequence of emotional experiences. Implications for emotion and judgment in applied settings (e.g., the courtroom) are discussed.